Facebook and Snapchat are changing the rules of the mobile video game
This is the thesis announced the American "Business Insider" in the latest publication "The Disruption of Mobile Video". Well, what about YouTubing?
"BI" has no doubt that 2015 was the year where online video began to be associated primarily with mobile viewing. He cites an Ericsson study, according to which last year video accounted for half of all mobile traffic in the world, and by the end of 2020 it is expected to account for as much as 70 percent of all traffic. of the whole circulation. It is worth adding that the calculations of Cisco researchers go even further. 55 percent. of traffic in 2015. and as much as 75 percent. w 2020.
BI analysts estimate, however, that only half of Internet users who watched videos on YouTube that year, displayed them on mobile devices. In the case of Facebook, it was as much as 90 percent. users of. Citing other research, they note a decline in the number of videos posted by U.S. companies on YouTube and a slight increase in those uploaded by media entities. Facebook, on the other hand, is seeing a huge year-over-year increase in such content: +145 percent. in case of brands and as much as 353 percent. in the case of media. Overall, there are now more of these videos on YouTube, but that will only last until the end of the third quarter of this year. Facebook is expected to grow by over 57% in October. more videos published by companies and media than YouTube.
The authors of the publication see Facebook primarily as a mobile service. And no wonder – according to April data, during a month Facebook is actively used by 1.65 billion Internet users, of which up to 1.51 billion connect via mobile devices.
But it's not Facebook that they see as the real "shaker" of the current status quo.
Snapchat! It's not primarily mobile – it's 100% mobile. It's not just a silly messenger for millenials – in the US they prefer it to Messenger and Whatsapp. Snapchat, above all, can boast impressive statistics of video views. When Facebook reported in October 2015 that uploaded videos to its service were viewed 8 billion times a day, Snapchat stated that 6 billion views were happening through their app. In March, Snapchat's PR people proudly announced that their app had reached 8 billion impressions, which Facebook boasted. And already in April, they reported that they have 10 billion daily plays.
Zuckerberg's giant hasn't updated its daily viewership figures since the October 2015 release. YouTube has only been talking about "billions of daily views" for some time. It is known that in 2012 those billions were exactly four. After ten years of existence, should the e-video leader start to fear Facebook and Snapchat?? Could a seemingly trivial app be a threat to the most popular social network?
Although "Business Insider" argues that it does, it is difficult to answer this question clearly and honestly. Each service is slightly different in nature. Facebook audience measurement is almost nothing like the youtube’s. Not quite sure how they compare to the criteria of the app, which examines its disappearing content across diverse channels, including chat rooms.
The most interesting thing about all this is that online video is increasingly becoming mobile video. The battle for viewers' attention continues at best, but on a completely different channel.