Facebook has announced the launch of Watch, a tab for
TV-like content where users can watch and organize videos. Facebook intends for
Watch to overtake YouTube as the go-to video consumption hub. This article analyzes
whether Facebook can really rival YouTube and capture digital ad spend from
TV advertising.
YouTube has already mastered the separation between
creator-driven content and professional content with their Red strategy, but
Facebook has yet to announce how they’ll distinguish between the two. There’s a
huge opportunity with Facebook’s newsfeed and 2 billion daily active users that
actively engage with video content regularly. The general consensus here is
that it’s too early to tell what kind of impact Facebook Watch will have on media
agencies and advertisers since the platform caters to user engagement rather
than advertisers at this time.
I agree with the article that it’s too soon to speculate.
However, YouTube started in 2005 as a video platform for users to upload their
own content, and it didn’t really cater to advertisers until after the Google
acquisition. Facebook Watch is starting with a robust built-in audience. Although
it has less brand recognition than YouTube as the go-to for video content, over
time I don’t see why it can’t surpass YouTube altogether.
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