Facebook is starting off 2016 with an unsubtle shot across YouTube's bow: enhanced support for 360 and Virtual Reality (VR) video.
Mark Zuckerberg recently posted a video showing how Facebook's engineering wizards have managed to compress the huge 360 video files, so they play seamlessly in the News Feed.
Which means no more lag, and a more immersive experience for viewers.
Box office success
360 and VR videos are tipped to be the next big thing in social videos. Filmed using multiple cameras, the medium allows users to explore any angle of videos from either mobile or desktop.
While video is going gangbusters on Facebook, YouTube remains the undisputed king of online video. It's also the place users go to discover new content, rather than having it served up via the News Feed.
If Facebook can start tagging the content of 360 videos based on your interests (for example, cats), it might encourage more users to start delving for clips in its eco-system.
And by extension, charge more for lucrative video advertising.