Hey Google (and YouTube)! I’m Charles.
I want to be a BOLD Intern. There’s a few reasons why I can add value to Google as a BOLD Intern - specifically, my product management/marketing experience, collaborative attitude, and willingness to learn. But instead of telling you why I’m qualified, I decided to show you!
Although the video space is largely dominated by YouTube, Instagram recently made huge strides when it released IGTV two months ago. Since video platforms for mobile phones are still relatively fragmented, Instagram has potential to gain market share in the mobile video space. With the release that just happened, I decided to conduct a survey of over 150 individuals to assess YouTube’s position against IGTV and analyze how YouTube should respond to IGTV’s release.
First, I wanted to look at how YouTube usage stacked up against other social media video features - specifically Instagram IGTV, Facebook Videos, Snapchat Discover Videos, Twitter Videos, and Vimeo.
So what can we gather from this data?
People use YouTube, on average, once a day (Often), showing an extremely high usage rate across the board.
On average, IGTV users mainly exist between the Not Often and Moderate categories, meaning they use the feature a few times a week or less (not including respondents who don’t use Instagram at all).
In between YouTube and IGTV, Facebook and Twitter Videos are used, on average, around the Moderate category (a few times a week).
Snapchat Discover Videos and Vimeo came in last, both being used slightly less than IGTV.
But, frequency isn’t the only attribute that matters. How much time each user spends on the platform per session is incredibly important to see whether or not they’re staying on the platform. Instagram IGTV was released to allow content creators to make videos that aren’t constrained to the 1-minute time limit. So how long do people use YouTube and Instagram IGTV at a time?
Once again, what does this data mean?
YouTube is still the dominant competitor when it comes to spending the most time on a platform; users spend, on average, more than 30 minutes at a time. However, Vimeo came in second, with users typically using the service for 10 to 30 minutes.
Instagram users typically spend 1 to 5 minutes on IGTV at a time.
Facebook, Twitter, and Snapchat are all clustered between the 1 to 5 minutes and 5 to 10 minutes ranges.
Looking at both frequency and time spent on platform, the video features can be put on a graph, with the size of the circle indicating its current popularity (according to number of respondents that use the service).
Based off of this chart, YouTube’s biggest strength is getting users to get on the platform frequently and stay for extended periods of time.
Now, what do current IGTV users say they like about the feature?
35% of IGTV users like how it’s mobile-friendly.
22% and 20% of respondents, respectively, also enjoy how IGTV is connected to existing Instagram users and that videos can be longer than the 1-minute limit.
But, with this information, it’s important to dig deeper to look at what areas are people using these platforms for. So, what areas do people use YouTube and the rest of the platforms for?
It’s clear that YouTube is dominating every single area. However, Instagram IGTV is definitely growing in certain areas, especially in the Influencer category. This makes sense. After all, Instagram already has a huge established base of influencers.
But given this information, how should YouTube respond to IGTV’s entry?
1. Focus on retaining YouTube’s dominant position in the Influencer and Music categories and expanding its share within the Sports category.
Instagram IGTV has been expanding in the Influencer, Music, and Sports categories, all of which involve content that can be easily switched to mobile.
Potential Action Item(s): Host more influencer events to ensure platform loyalty; Livestream increased sporting events; Expand YouTube Music's recommendations and content
2. Expand YouTube’s mobile presence to prevent growing mobile platforms
35% of IGTV users said they like how it’s mobile-friendly.
Potential Action Item(s): Make mobile app more user friendly
3. Maintain and/or increase YouTube’s usage times.
67% of YouTube users go on the platform once a day or more and, on average, more than 30 minutes at a time.
YouTube’s high usage frequency and length are substantially higher than all other competitors.
Potential Action Item(s): Increase push notifications for popular videos; Expand YouTube Originals offerings