Facebook Video Not The Real Deal Yet But Could Still Unseat YouTube
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The 20,000 Foot View
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 viewedby 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.
Key Findings
- Facebook video growing fast, with billion daily views in May 2015 and penetration compared to for YouTube
- However, most video views are passive views from autoplay
- Just of regularly un-mute Facebook videos in newsfeed, rising to of Facebook users
- Four fifths Facebook’s million global video audience watches videos on YouTube
- The unique Facebook video audience is just
- Thus, being YouTube only gives content owners marketers access to the majority the online video audience while does not
- Despite all though, Facebook could be poised be a major challenger to because its video strategy is suited to Digital Natives
- Facebook video emerge as the new home short form video and user content, with the personal context Facebook video a key factor
Companies mentioned in this report: YouTube, Facebook, WhatsApp, Facebook Messenger, Buzz Feed, AOL, MSN, Yahoo