Watching YouTube is now nearing saturation in the UK, according to new research by eMarketer. The latest data suggests that 90% of people who view digital videos are regularly visiting the platform.
There are a few reasons for YouTube’s dominance including its easy integration with other platforms which has helped users share videos worldwide.
For 2018, eMarketer predicts that six out of 10 people or 40.4 million in the UK will stream YouTube videos at least once a month using the app or website.
Thanks to streaming services such as Netflix, Amazon Prime and Hulu and the rapid rise in smartphone usage, digital consumption in the UK is now common.
The forecast expects over two-thirds of the UK population to consume some form of digital video this year.
“UK adults have been migrating their social media and video habits over to mobile for some time,” eMarketer senior analyst Bill Fisher said. “It’s no surprise, then, that the social media platforms have been making major plays in the video space. YouTube viewership isn’t going to drop away, of course—it’s too well-established. But it’s going to have to compete for video-viewing time from a multitude of other options like never before.”
Despite all this, YouTube continues to face some tough competition from subscription streaming services such as Netflix.
With 64.3% of digital video viewers in the country predicted to use their mobile devices to view content, YouTube is also competing with social networks and apps such as Facebook, Instagram and Snapchat. The latter have stepped up their video efforts in recent years to drive engagement.