mobile video disruption - how facebook & snapchat are changing the game
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Providing in-depth insight, data, and analysis of everything digital.
THE DISRUPTION OF MOBILE VIDEOHow Facebook And Snapchat Are Changing
The Game
“CHARLIE BIT MY FINGER” (2007)
YOUTUBE HAS HISTORICALLY DOMINATED VIDEO
Unique US Video Viewers (Desktop Only)
Source: comScore
Oct-13
Nov-13
Dec-13Jan-14
Feb-14
Mar-14Apr-1
4
May-14Jun-14
Jul-14
Aug-14Se
p-14Oct-
14
Nov-14
Dec-14Jan-15
Feb-15
Mar-15Apr-1
5
May-15Jun-15
Jul-15
Aug-15Se
p-15Oct-
15020,00040,00060,00080,000100,000120,000140,000160,000180,000200,000
Google Sites (YouTube) Facebook Yahoo Sites
Millions
AND IS STILL WELL AHEAD OF THE COMPETITION ON DESKTOP
Google Sites (YouTube) Facebook Yahoo
173,722
91,083
56,946
Unique Desktop Video Views, October 2015 (Millions)
Source: comScore
BUT WHAT ABOUT THIS VIDEO?
“WATCH HILLARY CLINTON WHIP, WATCH HER NAE NAE” (2015)
IN 2015 VIDEO BECAME MOBILE FIRST
MOBILE VIDEO ACCOUNTS FOR 50% OF MOBILE TRAFFIC AROUND THE WORLD
Source: Ericsson Mobility Report
AND BY 2021, VIDEO WILL ACCOUNT FOR
70% OF MOBILE TRAFFIC
Source: Ericsson Mobility Report
BUT ONLY HALF OF YOUTUBE’S AUDIENCE IS WATCHING ON MOBILE
Source: comScore, Company releases, BI Intelligence estimates
MAKING YOUTUBE LAG BEHIND OTHER PLATFORMS ON MOBILE
Share Of Monthly Active Users Who Access Each Platform On Mobile (2015)
Source: comScore, Company releases, BI Intelligence estimates
Snapchat
YouTube
100%
100%
90%
80%
50%
FORCING CONTENT CREATORS TO PUBLISH VIDEOS ON OTHER PLATFORMS
THE NUMBER OF VIDEOS POSTED ON YOUTUBE BY BRANDS FELL OVER THE PAST
YEARNumber Of Videos Posted To YouTube By US Brands
Source: Socialbakers
Oct. 2014 Oct. 2015
7,5297,036
Oct-14 Nov-14 Dec-14 Jan-15 Feb-15 Mar-15 Apr-15 May-15 Jun-15 Jul-15 Aug-15 Sep-15 Oct-150
5001000150020002500300035004000
BRANDS MORE THAN DOUBLED THE NUMBER OF VIDEOS PUBLISHED ON MOBILE-
FIRST PLATFORMSNumber Of Videos US Brands Posted To Each Platform, Per Month
Source: Socialbakers
+225%
+145%
THE INFLUX OF VIDEOS HAS ALLOWED OTHER PLAYERS TO EXPLODE IN VIDEO
VIEWS
Source: Company releases
Facebook Snapchat
8,000,000,000
6,000,000,000
Source: Company releases
Daily Video Views (November 2015)
LOOKING TO 2016
FACEBOOK WILL BECOME THE VIDEO WINNER
MOBILE FIRST
Source: Facebook, BI Intelligence estimates
1 OUT OF 8PEOPLE AROUND THE WORLD
ACCESS FACEBOOK ON A MOBILE PHONE AT LEAST
ONCE A DAY
AND ITS MOBILE BASE IS GROWING STEADILY
Facebook’s Daily Active UsersQ3 2015
Source: Facebook
Q3 13 Q4 13 Q1 14 Q2 14 Q3 14 Q4 14 Q1 15 Q2 15 Q3150
200
400
600
800
1000
1200
Mobile Mobile Mobile Mobile Mobile Mobile Mobile Mobile Mobile
Total
Total Total Total Total Total Total Total Total
Millions
MOBILE FIRST MILLENIAL AUDIENCE
MILLENNIALS LOVE FACEBOOK
Facebook Instagram Snapchat Tumblr Twitter
25.7
7 5.9 5.73.5
Average Hours Spent On Social Mobile Apps By US Millennials June 2015
Source: comScore
MILLENNIALS LOVE FACEBOOK
Facebook Instagram Snapchat Tumblr Twitter
25.7
7 5.9 5.73.5
Average Hours Spent On Social Mobile Apps By US Millennials June 2015
Source: comScore
4x
MILLENNIALS LOVE FACEBOOK
Facebook Instagram Snapchat Tumblr Twitter
25.7
7 5.9 5.73.5
Average Hours Spent On Social Mobile Apps By US Millennials June 2015
Source: comScore
+4x
MOBILE FIRST MILLENIAL AUDIENCE
PRIORITIZATION OF VIDEO
FACEBOOK PUTS VIDEOS RIGHT IN FRONT OF ITS MOBILE AUDIENCE
Source: Facebook
AND IN 2016, FACEBOOK IS EXPECTED TO LAUNCH A MOBILE VIDEO PORTAL
MOBILE FIRST MILLENIAL AUDIENCE
PRIORITIZATION OF VIDEO
CONTENT CREATORS ARE PUBLISHING MORE VIDEOS ON THE PLATFORM
THAN EVER BEFORE
MEDIA COMPANIES MORE THAN QUADRUPLED THE NUMBER OF VIDEOS
POSTED TO FACEBOOKYear-Over-Year Growth In Videos Published To Each Platform(October)
Source: Socialbakers
353%
4%Facebook YouTube
AND BRANDS MORE THAN DOUBLED THE NUMBER OF VIDEOS POSTED TO FACEBOOK
Year-Over-Year Growth In Videos Published To Each Platform(Brands)
Source: Socialbakers
145%
-7%Facebook YouTube
ALTHOUGH BRANDS AND MEDIA COMPANIES CURRENTLY PUBLISH MORE VIDEOS TO
YOUTUBE… Total Number of Videos Published To Each Platform (Brands and media companies)
Source: Socialbakers
Oct-14 Nov-14 Dec-14 Jan-15 Feb-15 Mar-15 Apr-15 May-15 Jun-15 Jul-15 Aug-15 Sep-15 Oct-15 -
20,000
40,000
60,000
80,000
100,000
120,000
Oct-15 Oct-16
41,000
176,000
109,000 112,000
YouTube
THE TABLES WILL TURN NEXT YEAR
Source: Socialbakers, BI Intelligence estimates
Total Videos Posted To Each Platform (Brands and media companies)
IN 2016 THERE WILL BE ANOTHER PLAYER TO WATCH
SNAPCHATTHE UP-AND-COMING DISRUPTOR
SNAPCHAT ISN’T JUST MOBILE FIRST
SNAPCHAT IS MOBILE ONLY
AND ITS MOBILE AUDIENCE IS GROWING FAST
Estimated Snapchat Monthly Active Users (Global)
Source: Snapchat, BI Intelligence estimates
4Q11 1Q12 2Q12 3Q12 4Q12 1Q13 2Q13 3Q13 4Q13 1Q14 2Q14 3Q14 4Q14 1Q15 2Q15 3Q150
50
100
150
200
250
Mill
ions
MILLENNIALS LOVE SNAPCHAT…
Share Of US Millennials Who Use Snapchat Each Month (2015)
Source: BI Intelligence US Millennials Survey, Q3 2015
18-22 23-28 29-34
61%
40%
24%
IT’S THE MESSAGING APP OF CHOICE FOR YOUNGER MILLENNIALS
Active Users Of Top Messaging Apps, Ages 16-24
Source: GlobalWebIndex
Snapchat
LINE
Messenger
55%
35%
32%
31%
29%
SNAPCHAT’S MOBILE AUDIENCE IS MORE THAN 6.5X SMALLER THAN FACEBOOK’S…
Mobile Monthly Active Users, By Platform (2015, Millions)
Source: Company releases, BI Intelligence estimates
Facebook Snapchat
1,385,000,0
00
200,000,00
0
BUT FACEBOOK ONLY GETS ONE-THIRD MORE VIDEO VIEWS PER DAY
Average Daily Video Views Compared To Monthly Active Users (Millions)
Source: Company releases, BI Intelligence estimates
1,385,000,
000 200,000,0
00
8,000,000,000
6,000,000,000
Source: Company releasesFacebook Snapchat
VIDEO CREATORS ARE CHASING AFTER SNAPCHAT’S AUDIENCE
SNAPCHAT DISCOVER ALLOWS
PUBLISHERS TO DIRECTLY
UPLOAD PHOTO AND VIDEO
CONTENT TO SNAPCHAT
27%
23%21%
14%
6%4%
2% 3%
AND DISCOVER DRIVES CONTENT VIEWS
Where BuzzFeed Receives Its Content Views (September 2015)
Sources: Recode, BuzzFeed
“LIVE STORIES”: SNAPCHAT’S EVENT COVERAGE
USER GENERATED
VIDEOS ORIGINAL VIDEOS
“LIVE STORIES” ALSO GENERATES TRAFFIC FOR PARTNERING MEDIA COMPANIES
2015 MTV Video Music Award Viewers (Millions)
Source: Digiday
Snapchat "Live Story" views Broadcast viewers
12
9.8
MORE AND MORE BRANDS AND MEDIA COMPANIES ARE CHOOSING SNAPCHAT
RISING MOBILE
AUDIENCE
SOCIAL VIDEO FOCUS
ORIGINAL MEDIA
CONTENT
SNAPCHAT IS MORE THAN JUST A SELFIE APP FOR MILLENNIALS
COMMUNICATION
NEWS AND LIVE EVENTS
ENTERTAINMENT