Livestreaming has become a prominent feature across the social media and digital video landscapes. Here’s how marketers are taking advantage of opportunities within the space.

Digital video viewership in Canada is among the highest in the world, driven by high usage of YouTube and Netflix.

YouTube rolled out Shorts, its mobile-first short-video product, in India. And Snapchat introduced a slew of new TikTok-like features, including adding music and a test for vertical navigation. How are social networks preparing for the US presidential election?

Reviews have always been a key aspect of a consumer’s shopping journey. But nowadays—particularly as more consumers lean on ecommerce—additional information in the form of user-generated visuals is becoming just as critical.

It’s ahead of the US in our forecast measuring YouTube viewers as a percentage of digital video viewers, at 94.5% in 2020, compared with 87.9% in the US. There will be 25.2 million YouTube viewers in Canada this year, or 65.9% of the population. That’s an increase of 2.2% from 2020. Pre-pandemic, we forecast that YouTube was nearing saturation, with annual growth rates in the low single digits.

Netflix is also using digital outlets like Facebook and YouTube to market itself. In H1 2020, Netflix had 6.2 billion video content views on YouTube and 4.7 billion on Facebook, which was up 50% and 54% YoY, respectively, according to digital video analytics company Tubular Labs.