Snapchat Video Viewers Grew Significantly despite Small User Base



Snapchat versus Facebook

The ephemeral messaging app Snapchat is becoming a hub for mobile video watchers. Snapchat’s daily video viewers are growing at an amazing rate, currently at 7 billion compared to 2 billion in May 2015, according to Re/Code. Snapchat is serving the same amount of daily video views as Facebook (FB) despite a much smaller audience. In the recent quarter, Facebook’s daily video viewers stood at more than 8 billion with monthly active users of 1.6 billion compared to 200 million for Snapchat, according to Re/Code.

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Both these companies measure their videos with different parameters. Facebook registers a video as a “view” only if it runs for more than three seconds since the platform uses an autoplay feature on News Feeds. On the other hand, Snapchat views are measured as soon as a video appears on screen—even if it plays for half a second before a user aborts the playback. Snapchat’s total video count includes videos from Stories, Discover, and private messages.

Advertisers spent around $7.5 billion on video ads

Evan Spiegel, Snapchat CEO, said Snapchat has 100 million daily active users spending an average of 30 minutes daily with its app. Plus, the majority of users signing up for Snapchat these days are over the age of 25.

According to eMarketer estimates, advertisers spent around $7.5 billion on digital video ads in the United Sates in 2015, an increase of 42%. The majority of Snapchats’ video traffic is fueled by Stories, a feature that allows users to share their lives in the form of clips, according to Bloomberg. Plus, part of its ad revenue comes from big advertisers creating video content for its Discover section, where companies like CNN and ESPN are listed with their own channels.

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