Sharing YouTube content on other services might be the norm, but the launch of the video site’s new sharing feature marks an attempt to keep users broadcasting their thoughts and comments within YouTube itself rather than elsewhere.
Clearly, YouTube will need to break some ingrained sharing habits to achieve this. Currently, GWI’s data shows that over 50% of YouTubers are using Facebook Messenger and WhatsApp, with a quarter saying the same about Snapchat. And these figures rise even higher among the key 16-24 demographic.
That said, with the average YouTuber using 2.5 different chat apps each month, this audience is clearly happy to have accounts across a range of different platforms. Plus, it won’t be too difficult for users to establish a network of friends given YouTube’s substantial reach.