Facebook Video Not The Real Deal Yet But Could Still Unseat YouTube
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Facebook is emerging as a serious challenger to YouTube and is building clear momentum that is giving the incumbent cause for concern in a way that few other short form challengers have yet managed to do. The total number of videos viewed by Facebook users was billion a day in April 2015, up from billion only three months earlier. Big brand advertisers are also warming to Facebook video, with Heineken going as far as to suggest that Facebook is just as important as YouTube for them as a video platform. But Facebook’s video metrics are not quite the runaway success they might at first appear. Facebook does indeed have momentum, a momentum that will become self-perpetuating, but its scale of actual user engagement is much smaller than the headline statistics suggest. A Facebook video view is a very different thing from a YouTube view, with the former diluted markedly by inactive, passive views of silent videos on Facebook news feeds.
Companies mentioned in this report: YouTube, Facebook, WhatsApp, Facebook Messenger, Buzz Feed, AOL, MSN, Yahoo