Video may soon be dominated by social media platforms, according to Ampere Research.
Over the last few years, sites such as Facebook and Twitter have been busily expanding their video offerings. Facebook added Live Video, which turned out to be a success and has since signed exclusive deals with brands such as Kevin Hart, Gordon Ramsay, the New York Times and CNN for special-made Facebook Live videos.
In addition, Snapchat partnered with NBC for the Olympic games highlights and Twitter streamed the NFL games.
Needless to say that this has boosted advertising spend across the social media giants, with Facebook now expanding its mid-roll video ads.
Indeed, video advertising now represents almost 17% of online ad expenditure in the US according to Zenith.
Additionally, social platforms have begun to adopt longer-form professional video-on-demand services to feature exclusive content. This adds to the marketing opportunity at hand.
Snapchat in particular seems to be doing a lot of deals, having signed an agreement with Disney ABC Television group for exclusive shows late 2016. The shows are likely to be streamed via its Discover tab.
In February 2017, the BBC used Snapchat to air its Planet Earth II series in the US ahead of the official TV air date.
Taking things even further, Snapchat recently announced that it was to produce an original series with A&E Networks called “Second Chance”.
Meanwhile, Facebook is making plans to expand its video platform to TV sets through the launch of a dedicated TV app.
Ampere also found that US customers who stream video via social media are more likely to use apps for long-form VoD services such as Netflix or Amazon.
Given the size of the audience, social media platforms make excellent streaming sites and could well be integrating scripted content soon.
It remains to be seen if exclusivity can drive viewers and advertising funds, but with digital and mobile advertising on a roll, it’s likely to have a positive influence on such content.
March 28, 2017