The power of social networks has managed to position itself as the preferred platform for digital video consumption, thus surpassing specialized platforms, such as Netflix or Hulu. YouTube already accounts for 20% of video ad spend, and has run into a firm opponent, Facebook, whose appeal for discovering and sharing videos has led brands to prefer sharing videos directly to Facebook over YouTube posts. In the future, video will continue to be social
The comScore data places Facebook only behind Google (including YouTube) as the platform with the highest number of online video users (162.3 million vs 93.8). With this data, it surpasses professional platforms such as Vevo (48.2 million) or Vimeo (38.9 million). This party also wants to join Twitter, and the rest of social platforms. Twitter is already testing its promotional videos, while Instagram has already launched its video advertising. For their part, Tumblr and Snapchat are also preparing new advertising products to take advantage of the audiovisual potential.
The rise of Facebook as a new candidate for the throne of online video began to take shape in May, when the number of videos from YouTube began to decrease its presence on Facebook pages, in favor of native publications, which grew by 50% between May and July. This considerable increase could be contributed by the fact that Facebook modified its Argentina WhatsApp Number List algorithm in June, in order to give more relevance to audiovisual content on its pages. With this accurate move, it led him to generate more video views from the computer than YouTube (comScore).
In just 5 months, the number of YouTube videos shared on Facebook dropped dramatically, reaching the same level as Facebook. From this moment, the number of videos shared directly on Facebook began to grow, leaving behind the videos originating from YouTube. If we add to this that online video will increase significantly in the coming years, to the point of accounting for between 80% and 90% of internet traffic, the battle for its conquest is served, and social networks have a lot to say.
According to Google and TNS, in the United States a third of online videos are already played through social networks. A figure in which they match the results provided by Frank N. Magid Associated (33%). Which places them above specialized services in this area, such as Netflix (28%) or Hulu (14%). In principle, YouTube continues to monopolize a large part of this market (75%), although Facebook and the rest of the platforms have firmly decided to distance themselves.