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BizReport : Social Marketing : June 24, 2015

Facebook video views creep up on YouTube

Is Facebook on the brink of taking on YouTube's dominant position in video content? New research from Ampere Analysis appears to point in that direction.

by Helen Leggatt

According to Ampere Analysis, Facebook is catching up YouTube in terms of video views. The company expects Facebook to exceed two trillion videos this year - two thirds of YouTube's expected total.

Furthermore, almost 15% of Internet users across Western Europe and the U.S. have watched videos on Facebook in the last month, according to Ampere Analysis' estimates. Meanwhile, a sixth of Facebook video viewers have not watched YouTube in the last month.

What could this mean for Facebook? An important advantage the social network has over YouTube is that its videos are shown to logged-in users which provides it with significantly larger volumes of valuable, personalized user data than YouTube. On the flip-side, Facebook is disadvantaged by its current policy of using post-roll ads.

"As Facebook moves from testing its advertising models to more actively soliciting content creators to join the platform, it will come under increased pressure to match the opportunities and per view returns generated by other platforms - notably YouTube," says Richard Broughton, Research Director at Ampere Analysis.

"Ultimately, despite Facebook's current reticence around offering pre-rolls, it may have to bite the bullet and add them to its repertoire. If the social network's own video ambitions are to be realized, and if it is to convince content owners it is a viable alternative to YouTube, it must deliver comparable returns."

Image via Shutterstock

Tags: advertising, Facebook, trends, video, YouTube

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