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THE DISRUPTION OF MOBILE VIDEO
How Facebook And Snapchat Are Changing The Game
“CHARLIE BIT MY FINGER” (2007)
Mobile Video Disruption - how Facebook & Snapchat are changing the game
Mobile Video Disruption - how Facebook & Snapchat are changing the game
YOUTUBE HAS HISTORICALLY DOMINATED VIDEO
Unique US Video Viewers (Desktop Only)
Source: comScore
0
50
100
150
200
Oct-13
Nov-13
Dec-13
Jan-14
Feb-14
Mar-14
Apr-14
May-14
Jun-14
Jul-14
Aug-14
Sep-14
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
Millions
Google Sites (YouTube) Facebook Yahoo Sites
AND IS STILL WELL AHEAD OF THE COMPETITION
ON DESKTOP
174
91
57
Google Sites (YouTube) Facebook Yahoo
Unique Desktop Video Views, October 2015
(Millions)
Source: comScore
BUT WHAT ABOUT THIS VIDEO?
“WATCH HILLARY CLINTON WHIP,
WATCH HER NAE NAE” (2015)
Mobile Video Disruption - how Facebook & Snapchat are changing the game
Mobile Video Disruption - how Facebook & Snapchat are changing the game
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
100%
100%
90%
80%
50%
Snapchat
Instagram
Facebook
Twitter
YouTube
FORCING CONTENT CREATORS TO
PUBLISH VIDEOS ON OTHER PLATFORMS
THE NUMBER OF VIDEOS POSTED ON YOUTUBE
BY BRANDS FELL OVER THE PAST YEAR
Number Of Videos Posted To YouTube By US Brands
Source: Socialbakers
7,529
7,036
Oct. 2014 Oct. 2015
0
500
1000
1500
2000
2500
3000
3500
4000
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
BRANDS MORE THAN DOUBLED THE NUMBER OF
VIDEOS PUBLISHED ON MOBILE-FIRST
PLATFORMS
Number 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
8,000,000,000
6,000,000,000
Facebook Snapchat
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 8
PEOPLE 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 Users
Q3 2015
Source: Facebook
Total
Mobile
0
200
400
600
800
1000
1200
Q3 13 Q4 13 Q1 14 Q2 14 Q3 14 Q4 14 Q1 15 Q2 15 Q315
Millions
MOBILE FIRST
MILLENIAL
AUDIENCE
MILLENNIALS LOVE FACEBOOK
25.7
7 5.9 5.7
3.5
Facebook Instagram Snapchat Tumblr Twitter
Average Hours Spent On Social Mobile Apps By US Millennials
June 2015
Source: comScore
MILLENNIALS LOVE FACEBOOK
25.7
7 5.9 5.7
3.5
Facebook Instagram Snapchat Tumblr Twitter
Average Hours Spent On Social Mobile Apps By US Millennials
June 2015
Source: comScore
4x
MILLENNIALS LOVE FACEBOOK
25.7
7 5.9 5.7
3.5
Facebook Instagram Snapchat Tumblr Twitter
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 FACEBOOK
Year-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
-
20,000
40,000
60,000
80,000
100,000
120,000
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
41,000
176,000
109,000 112,000
Oct-15 Oct-16
Facebook
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
SNAPCHAT
THE 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
0
50
100
150
200
250
4Q11 2Q12 4Q12 2Q13 4Q13 2Q14 4Q14 2Q15
Millions
MILLENNIALS LOVE SNAPCHAT…
Share Of US Millennials Who Use Snapchat Each Month (2015)
Source: BI Intelligence US Millennials Survey, Q3 2015
61%
40%
24%
18-22 23-28 29-34
IT’S THE MESSAGING APP OF CHOICE FOR
YOUNGER MILLENNIALS
Active Users Of Top Messaging Apps, Ages 16-24
Source: GlobalWebIndex
55%
35%
32%
31%
29%
Snapchat
WeChat
LINE
Messenger
WhatsApp
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
1,385
200
Facebook Snapchat
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
200
8,000
6,000
Source: Company releases
Facebook 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%
Facebook
native videos
Direct
(website or
apps)
Snapchat
Discover
YouTube Facebook
referral traffic
Facebook
native photos
Google
Search traffic
Other
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
12
9.8
Snapchat "Live Story" views Broadcast viewers
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

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