Can Facebook Rival YouTube's Video Dominance?

Facebook’s video growth is surging, so is the social platform poised to take on Google-owned YouTube in the future?

The tides are changing for digital video, as Facebook is now estimated to represent 20 percent of U.S. video advertising spend, according to eMarketer. Is the growing presence of video on social channels likely to pose a threat to Google’s YouTube?

eMarketer‘s latest report shows that Facebook is seeing robust growth in the video space. As of last October, although Google sites such as YouTube were still in the lead in terms of unique viewers (162.3 million), Facebook came on strong with 93.8 million unique viewers, followed by AOL, Yahoo sites, and VEVO.

emarketerimage1

“Social properties provide a different viewing experience than YouTube or a TV network’s streaming player. A key differentiating element is the ease with which users can share and comment,” eMarketer‘s report says, adding that other social media platforms like Twitter, Tumblr, and Snapchat are all delving into the video space as well.

eMarketer also analyzed a June 2014 survey from Frank N. Magid Associates, and found that one-third percent of U.S. digital video viewers used Facebook. And although it is still behind YouTube (75 percent of digital video viewers use YouTube), Facebook surpasses other well-known video services like Netflix (28 percent) and Hulu (14 percent).

emarketerimage2

Facebook-owned Instagram also represents 10 percent of U.S. digital video viewership.

The social network’s own company data shows significant growth in their video sector as well. Over the past year, the number of video posts per person on the platform has increased 75 percent globally and 94 percent in the U.S. And on average, more than 50 percent of daily Facebook users in the U.S. watch at least one video every day.

Facebook also reports that globally, 65 percent of its video views come from mobile.

By their nature, social networks like Facebook are participatory and involve sharing among a large number of users, a fact that may help them gain on Google’s share of the video space. Take, for example, the “Ice Bucket Challenge,” which went viral last summer. A slew of Facebook users not only uploaded their own videos to show their support for a good cause, but also commented and shared their friends’ videos to encourage others to participate in the challenge.

Do you think Facebook has what it takes to give YouTube a run for its money in the digital video space?

Subscribe to get your daily business insights

Whitepapers

US Mobile Streaming Behavior
Whitepaper | Mobile

US Mobile Streaming Behavior

5y

US Mobile Streaming Behavior

Streaming has become a staple of US media-viewing habits. Streaming video, however, still comes with a variety of pesky frustrations that viewers are ...

View resource
Winning the Data Game: Digital Analytics Tactics for Media Groups
Whitepaper | Analyzing Customer Data

Winning the Data Game: Digital Analytics Tactics for Media Groups

5y

Winning the Data Game: Digital Analytics Tactics f...

Data is the lifeblood of so many companies today. You need more of it, all of which at higher quality, and all the meanwhile being compliant with data...

View resource
Learning to win the talent war: how digital marketing can develop its people
Whitepaper | Digital Marketing

Learning to win the talent war: how digital marketing can develop its peopl...

2y

Learning to win the talent war: how digital market...

This report documents the findings of a Fireside chat held by ClickZ in the first quarter of 2022. It provides expert insight on how companies can ret...

View resource
Engagement To Empowerment - Winning in Today's Experience Economy
Report | Digital Transformation

Engagement To Empowerment - Winning in Today's Experience Economy

1m

Engagement To Empowerment - Winning in Today's Exp...

Customers decide fast, influenced by only 2.5 touchpoints – globally! Make sure your brand shines in those critical moments. Read More...

View resource