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Video And Messaging Apps Engaging Tomorrow’s Audiences On Today’s Platforms

Report by Tim Mulligan
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The 20,000 Foot View: With two of the top ten largest global online video service providers now focusing on messaging services as a way to deliver video content to their highly-engaged user-base, mobile messaging services are becoming an increasingly important part of the video landscape.        of consumers now use messaging apps and the clear advantages of screen takeovers for video ads make the technology of utmost interest to brands looking to reach digitally engaged audiences, in particular the much sought after        year-old demographic. In a video and mobile centric world, messaging apps have come into their own for video distribution. Key Findings:

  • Two of the top        largest online video consumer services are messaging app centric
  • Messaging apps are approaching mainstream with        consumer penetration
  • The majority of        year olds now use messaging apps
  • Among online video platforms, messaging apps saw the fastest growth in online video views in 2015, with Snapchat doubling views from        billion to        billion
  •        of        year-olds now use messaging apps
  • Over a third of the        age group now use messaging apps
  •        of low-spending video consumers use WhatsApp
  • Messaging app video viewing metrics are fundamentally different from other services, such as YouTube, so new metrics need to be devised

Companies mentioned: Facebook, Facebook Messenger, Instagram, Snapchat, Twitter, Viacom, Vine, WhatsApp, YouTube

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