When Instagram launched its own video service just over a week ago, no-one was that surprised. What has been surprising is how quickly the has launch impacted Vine, Twitter's official video app.
According to data from Topsy, on June 19 (the day before Instagram video launched), users shared 2.5 million Vine links on Twitter.
On the day of the announcement this figure dropped by nearly 40 per cent, to 1.5 million. The next day the free fall continued with 900,000 links shared.
The news gets worse for Vine. During the same period an additional 300,000 Instagram links were shared. A week later, 50 per cent more Instagram than Vine links were being shared online. These figures include links and retweets.
Of course, the data could be in part be attributed to users playing with the latest social media toy.
However if Instagram's 130 million monthly users (ten times Vine's 13 million) decide they like sharing movies on Instagram video over Vine, it could prove troubling for Twitter and Vine's advertising options moving forward.