The one big way to lock eyeballs on to ads is continuing to grow.
US studies have found social video is on the minds of many marketers, with ad spend likely to grow over the next 12 months as consumers flock to an increasing number of online services.
The Next Generation
YouTube's dominance in the online video market is reflected by its numbers among US teenagers and young adults between the ages of 13 and 24, with 85% of respondents to a Defy Media survey saying they use the platform.
The Google-owned platform has a solid lead over all comers, with Netflix (66%) and traditional cable television (62%) lagging behind. A respectable 53% said they watch video on Facebook, but it's a different story for other popular social apps and websites.
Instagram and Snapchat are almost neck and at 37% and 33% respectively, while Vine trails behind on 27%, but is ahead of parent company Twitter at 19%.
Perhaps unsurprisingly, marketers are flocking to YouTube. An Advertiser Perceptions report found 72% of respondents intend to use YouTube in the next 12 months.
Facebook is next best at 46%, while Twitter lags behind at 25% – equal with cable network ESPN.
It isn't all bad for Twitter, however. Over 82% of its users watch video, and 70% watch what appears on their feed.