Digital video continues to enjoy impressive growth, and, according to new research, social networks are increasingly responsible.
All told, domestic digital video advertising will reach $7.7 billion, this year, which would represent a 30.4% increase over 2014. That’s according to new estimates from eMarketer.
The big question is whether social giants like Facebook and Twitter are destined to overtake Google’s YouTube unit, which has dominated the video sector for nearly a decade. The answer? It’s too early to tell, according to Debra Aho Williamson, principal analyst at eMarketer.
“While Facebook has grown quickly as a video platform, there are many reasons to think YouTube will continue to be a favored video advertising destination for marketers,” Williamson explains in a new report.
One possibility, according to Williamson, is that: “Facebook’s entry could help grow the overall video market, rather than take away from YouTube.” This year, YouTube will take 20% of all domestic digital video ad dollars — or more that $1.5 billion — eMarketer estimates.