YouTube is testing a new chat feature that could change the way we watch videos (GOOG, GOOGL, FB, TWTR)
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YouTube is the first name in videos, and now it's testing a feature that could change how we watch those videos.
The site is testing a new in-app chat feature that would let mobile users share, watch, and comment on YouTube videos within private group messages, WIRED reports. Users can access the messaging tool through its own tab on top of the YouTube app.
The messenger could be used with one other person or with a larger group, and it's likely designed to make conversation more personal and streamlined than the typical comments section under videos.
Such a feature is not a surprise, and it's also long overdue given that mobile messaging has surged in the past year to the point that top messaging apps have actually started to attract more users than social networks. YouTube is the only major mobile app that does not have a chat feature.
Facebook, which has been taking significant steps to close the gap between itself and YouTube with regard to video, owns two of the most popular messaging apps on the market in Messenger and WhatsApp. Twitter, Snapchat. and Instagram also have direct messaging features, though these are not as crucial to Twitter and Instagram's platforms.
These other apps could start to damage YouTube as they grow their audiences and transform into strong content distribution channels for media companies, brands, and advertisers. Content creators used to upload directly to YouTube, and these videos would link back to YouTube when they appeared on other apps. But now, the videos can upload directly to these other platforms, so viewers can watch them without ever leaving the apps.
Content creators promote their videos across several mobile channels, so YouTube must figure out how to keep them watching videos within YouTube rather than on other platforms. A messaging feature could help YouTube retain audiences and draw in and monetize new content.
Margaret Boland, research analyst for BI Intelligence, Business Insider's premium research service, has compiled a detailed report on mobile video that takes a look at how these types of short-form mobile video have exploded in the last year. The report examines how YouTube, the historically dominant force in short-form video, was slow to implement a mobile video strategy, opening the door for new players —namely Facebook and Snapchat — to emerge.
It also takes a look at how winners will begin to emerge in distinct video content categories. YouTube, for instance, will rely heavily on its homegrown YouTube stars to distinguish its video library and drive loyalty. Facebook will become the go-to place for brands and media companies to engage with the largest audience. And Snapchat will utilize its live-events coverage and exclusive content to promote video communication among younger mobile audiences.
Here are some key takeaways from the report:
- The rise in mobile video viewing can be attributed to several factors: an increase in overall time spent on mobile, the convenience of on-demand viewing, a preference for digital video viewing, and the increased availability of mobile video content.
- As video becomes mobile-first, YouTube's hold on the short-form video industry is waning. The number of videos that are uploaded to the platform per month has remained stagnant over the past year, according to Socialbakers data shared with BI Intelligence.
- Facebook is in the best position to upset YouTube as the go-to place for brand and media companies to upload videos and for users to watch these videos. Although Snapchat may not be competing with Facebook and YouTube on video volume, the app is changing how consumers, brands, and publishers are using mobile video for communication, news and entertainment, and live-event coverage.
In full, the report:
- Maps out the rise of mobile video viewing and lays out the main drivers of this trend.
- Examines why YouTube's hold on the short-form video industry is waning as viewers migrate to mobile viewing.
- Illustrates the dramatic increase in the number of videos that brands and media companies are publishing to Facebook over the past year.
- Forecasts the number of videos that US brands and media companies will publish to both Facebook and YouTube in 2016.
- Explains how Snapchat is able to compete with larger video platforms and is changing how brands, media companies, and consumers are using mobile video.
To get your copy of this invaluable guide, choose one of these options:
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The choice is yours. But however you decide to acquire this report, you’ve given yourself a powerful advantage in your understanding of the rapidly changing world of mobile video.