Step aside, YouTube, you've been passed by the competition.
A study of 300 media executives by Trusted Media Brands has found that marketers are now leaning towards social platforms for their video, aware of their pull with users.
The survey found marketers prefer Facebook, Snapchat and Twitter for video campaigns (65%) ahead of YouTube (55%), ad networks (29%) and publishers (24%).
Agencies are still on board with YouTube (62%) ahead of social (51%), however they also understand the power of live video as 17% said they 'definitely will' invest in it and 71% said they 'might'.
Marketers are slightly less sure of live video, with 21% saying they 'definitely won't' consider it.
The average video budget stood at 25% of the respondents' overall allocation, and 53.5% said it would increase in the next 12 months.
The budgets for branded content and pre, mid and post-roll video are expected to increase by 45% and 42% respectively.
With indications that video is going nowhere but up, the key for media executives is getting ahead of the curve on the right platforms.