Social video consumption spikes

New Ideas in MarketingEssential news for marketers, summarised by YouGov
April 01, 2021, 2:24 PM UTC

Tabular Labs, a measurement lab, has recently released a report highlighting social media usage between 2020 and 2021. 

The study found digital media users have consumed almost twice more social video of premium streaming content in 2021 than 2020. Social video platforms’ content pieces are not full, long-form TV episodes or movies. These are short-form videos, mainly movie clips and trailers, cast interviews, and original content.

In January 2021, social video content on YouTube and Facebook totalled around 932 million consumer minutes. In contrast, social video content on the same platforms totalled 432 million minutes in February 2020.

According to a separate report from Ampere Analysis, Netflix garnered the most US cross-platform social video unique views in January this year at 93.2 million. Disney followed it at 21.8 million and Amazon Prime at 19.9 million.

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