Publishing Research Reports in HTML instead of PDF

Hi!

My name is Josh Nicholson and I am the chief research officer at Authorea, a Brooklyn-based startup that is rethinking how researchers write and publish their research (think GDocs meets Medium). We have built an amazing tool to allow researchers to write/publish their documents online, in full HTML. This allows research firms (real estate or financial) to increase the exposure of their content and to track engagement (PDFs are not truly indexed and part of the web). My question is: do real estate research firms and other firms really care about exposure? I assume yes, but I would love candid feedback from people in the field if they care about having reports in HTML versus PDF.

Thanks! Josh