Facebook, Snapchat and Twitter are embarking on a massive land grab for video content, hoping to drive increased usage and capture a greater portion of digital video ad revenues with familiar ad formats such as pre-roll and mid-roll.
While the majority of videos still have a 16:9 aspect ratio, that number is decreasing – in Q1, 70.7% were horizontal, compared to 59.8% in Q2. Vertical videos comprised only 0.6% in Q1 and 0.4% in Q2.
Video formats now account for half of all app install spending by developers of the 100 top-grossing apps.
Snap Inc. reported that its daily active user base grew to 166 million in Q1. That’s an increase of 36% over year-ago levels but only a 5% gain from the previous quarter.
Close to half of Snapchat’s adult audience was aged 35 and older as of December 2016, marking a dramatic change from a year earlier.
This infographic from M2 Onhold illustrates how Snapchat can be used for marketing purposes.
Legacy TV doesn’t only need to contend with the rapid ascent of subscription video-on-demand services, it also needs to face a new challenger: live video online.
Teens aren’t the only ones turning to YouTube to consume video content, young adults ages 18 to 20 are as well.
Some 37% of US adults have heard about Facebook’s new feature allowing them to broadcast live video.
In the battle among the social networks to attract new users, 2016 will be a banner year for Snapchat.