Just a few months after launching, Facebook’s Watch video platform has been surprisingly popular with the social-media service’s users — with 40% of U.S. Facebook users saying they use Watch weekly, according to a new Morgan Stanley survey.
Moreover, about 60% of those who use Facebook three or more hours per day said they use Watch on a weekly basis. And Facebook Watch users appear to skew younger, per the survey: 40% of people using Watch on a daily basis are 16-34 (compared with 24% of all Facebook users who access Watch daily).
“We are encouraged (and admittedly surprised) by this early Watch traction as it speaks to [Facebook’s] ability to drive adoption of new products,” the Morgan Stanley team led by equity analysts Brian Nowak and Ben Swinburne wrote in the report.
The findings are significant because “we view Watch (and video) as the next key long-term driver of [Facebook] engagement and monetization,” the analysts wrote. The Wall Street firm conducted the survey of 1,400 American consumers last month.
According to the Morgan Stanley report, survey respondents were shown screenshots of Facebook Watch and other features to help participants identify the exact feature they were being asked about. However, the report did not include survey results for average time spent viewing Facebook Watch, whereas the study found that 25% of YouTube users spend an hour or more daily on the Google-owned video platform.
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SOURCE: Variety, Todd Spangler