Videos have become the last battlefield on the internet. Brands are increasingly interested in positioning themselves using videos as a lever of access to consumers and the big names in the network are struggling to become the ones who allow them to do so. Facebook and Google are the two big names that are trying to take over that market. The first has as its main advantage the high number of users it has as a social network, users who are increasingly using its tools to share or watch videos. The second has in its favor the fact that its proposal, YouTube, was the first to try to take over the internet video market and also the fact that it is still the one who adds the most users. The figures also show that it is not losing steam.
The time of video consumption on YouTube has been increasing. According to the data that Google has provided in the course of its presentation of results, the time of viewing content on the video network has grown by 60% in the second quarter of the year compared to the same period of the previous year, which It also represents the highest growth rate in the last two years.
But not only does the viewing time of content on the video network grow, but also the time that consumers spend watching videos on mobile terminals using YouTube also grows in a particularly notable way. According to the Ecuador Phone Number List data, the time of viewing from mobile devices, such as smartphones and tablets, has been doubled in the year-on-year comparison.
But the viewing figures are not the only thing that matters and above all they are not the only element that can give a clue as to who can win or lose the online video war. At this point, practically the most important thing is to establish who is being able to make the most of the success of this type of content. Advertisers, in general, are increasingly interested in online videos, which have become a powerful source of contacts with consumers. Brands have understood the potential of video and are determined to make it the key element for their new digital strategies.
The big brands are therefore spending more and more money on online videos. According to data provided by Google, the main advertisers by investment on YouTube are spending 60% more than they spent in the previous year on ads on the video platform. This percentage is, as published by AdWeek, the average growth in the amounts that advertisers are investing. At the moment, of course, it is not known how much exactly YouTube is earning or entering, since Google does not give separate figures for the video network and only provides total income numbers.
Not only has it grown, on the other hand, only the amount of money that advertisers spend on YouTube. So has the number of brands willing to do so. The figures suggest that the number of advertisers on YouTube has increased by 40% year-on-year.
This increase in advertisers and also in money invested may explain some of the economic figures that the service has provided. Thus, the number of those known as ‘YouTube stars’, celebrities on the video network who earn six-figure amounts a year from their videos, has increased by 50%.