Facebook’s loss is YouTube’s gain. According to data from late July, Facebook’s overall traffic has decreased (even though the Facebook app’s traffic is increasing), while YouTube’s traffic is increasing due to the popularity of video. This means that within the next few months, YouTube will overtake the No. 2 most visited site title from Facebook.

In addition to decreasing traffic, Facebook is dealing with the aftermath of credibility and privacy issues. YouTube, in the meantime, is benefitting from video’s increasing popularity as well as from increasing numbers of people who are cutting the cable cord in favor of streaming services for their entertainment. According to Statista, 54% of survey respondents ages 18-29 used streaming more than traditional TV in 2017. Another survey from MarketingCharts found that 35-44 year-olds watched more streaming/downloaded digital video than traditional TV.

As might be expected with the shift from broadcast/cable TV to streaming video, marketers are responding by increasing their digital video spend. The 2 billion daily YouTube viewers spend over an hour per day on the platform, and Google has responded by adding features to make the platform more brand safe and responsive to marketers.