Video creators in Germany consider Instagram to be the next big thing in mobile video distribution

Anne Freier | November 23, 2017

Mobile Advertising

Over half of online video creators believe that Instagram will be the next big video platform in the next three years.
Social networks are turning into video platforms, with YouTube leading the German online video market. That’s according to new research by Germany’s Landesanstalt für Kommunikation Baden-Württemberg (LFK) and the Bayerische Landeszentrale für neue Medien (BLM).
The latest Web-TV Monitor 2017 shows that there are currently over 12,000 German YouTube channels with over 500 subscribers and 677 web TV offers. In addition, the leading 550 Facebook video offers have been analyzed this year as part of the report.
The vast majority (90%) of online video providers are already present on YouTube and 57% are also distributing their content via Facebook as well as their own websites (51%). Meanwhile, Instagram is projected to see some of the highest growth, increasing from 36% of video content distribution in 2016 to 47% this year. Indeed, 53% of content creators project a significant increase in importance for Instagram. Meanwhile, Twitter increased 3% to 43%.
Live streams in particular are projected to increase from 22 minutes to 28 minutes in 2018, according to the respondents.
When asked what respondents felt were the largest changes when it comes to video production compared to the previous year, 40% cited stronger optimization for YouTube. Another 34% are focused on mobile distribution, whilst 27% are looking to produce longer video contents.
The percentage of creators generating an income from online videos stands at around 82%, compared to 79% in 2016. The majority (62%) however are not breaking even.
YouTube monetization is the most important source of income for respondents (62%), whilst product placements have increased in importance (42% in 2017 compared to 29% in 2016). Forty-three percent of respondents consider Influencer Marketing to be an important topic for the near future.
BLM-President Siegfried Schneider, explains:

“The growth of the online video market, driven by social media channels, demonstrates that we require better regulation. For linear and non-linear video offers, legal frameworks will have to be established in the future.”

Given that the lines of media consumption continue to blur between streaming and on-demand video, LFK-President Dr. Wolfgang Kreißig demands a disclosure agreement for creators so that they do not have to endure lengthy licensing processes. In addition, privacy and security has to be secured for all social media influencers.

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