A lot has changed in the last year, in terms of how people share video on social media. It’s not only because of the rise of live-video on Periscope, Meerkat, and more recently Facebook and YouTube, but also because of the shifting attitudes to online video – Overall, we find that these attitudes are still shifting and although there are no “clear winners”, Facebook seems to be flying past its competitors – according to a recent study.
The study conducted by Philo Media found that Facebook definitely has an edge. Among all respondents, Facebook has become the favoured source for video for over 37% of them. Things change slightly when looking at millennials, with over 35% reporting that YouTube is their preferred source. Also, nearly 7% of Generation X users preferred Twitter for video – which is puzzling. However, 63.5% ranked Facebook as their choice of platform for video sharing.
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Video is gaining popularity on social media very fast. 31.96% of respondents watch 15 minutes or less per day on mobile. Millennials say that they watch one to two hours daily – 10.73% more than their parents. The survey also found that positive emotions and humour motivate users to share – over 55% of respondents said that this was the case. Empowerment among a male audience is also one of the major contributing factors – 11.42 of men reported that they would rather share content which is empowering.
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