Facebook vs. YouTube vs. TikTok: The Future of Video Platforms

Introduction

Facebook is pushing hard to take a bigger share of the video market, aiming to compete directly with YouTube and TikTok. With increasing user engagement and new monetization strategies, Facebook is no longer just a social network—it’s becoming a serious video platform.

At S3Corp., we analyze how these platforms are evolving. This article explores Facebook’s video push, YouTube’s hold on long-form content, and TikTok’s dominance in short-form trends. We compare their features, audience focus, and monetization models to understand where the battle for video supremacy is heading.

Facebook’s Video Surge: Usage and Strategy

According to recent data, 500 million people watch over 100 million hours of video daily on Facebook. This marks a significant shift in user behavior and places Facebook as a strong contender in the video space.

Facebook has begun testing new features to improve video monetization. One test involves showing recommended videos after a user watches a fullscreen video with sound. These changes encourage users to stay longer and view more content, increasing opportunities for ad revenue.

Monetization Approach

YouTube still holds a stronger monetization model. However, Facebook is experimenting. It now counts a video view when a user watches for at least three seconds, which benefits autoplay videos that start automatically in the feed.

Facebook’s Chief Financial Officer, Dave Wehner, shared that video ads currently contribute a small part to overall revenue, but the company sees long-term potential. He added that autoplay videos and format diversity in the News Feed could bring more profit from user-generated content.

Live Video and Future Features

Facebook is also investing in live streaming. As more users engage with real-time video, the platform adjusts its News Feed algorithm to prioritize video content. This change encourages creators to upload more videos directly, rather than sharing YouTube links.

Unlike YouTube, Facebook supports live streaming directly from its app, giving it an edge in mobile user engagement. This strategy also helps extend average watch times.

Facebook Reels

Facebook introduced Reels as a short-form video feature on both Instagram and Facebook, a move widely seen as a direct competitor to TikTok's popular format. This initiative mirrors Facebook's past strategy of adapting successful features from other platforms, similar to how Instagram Stories was developed in response to Snapchat Stories' rise. The launch of Reels reflects Facebook's aim to capture a share of the rapidly growing short-form video market.

YouTube’s Stronghold: Depth and Monetization

YouTube remains the most established video platform. Though it has stopped sharing exact watch time metrics, Google (YouTube’s parent company) reports a 60% increase in watch time year-over-year. Viewing on mobile devices has doubled, underlining the shift to portable content consumption.

Monetization Power

YouTube’s video revenue hit  $36.1 billion in 2024 and has continued to grow. Its monetization tools include:

• Ads (pre-roll, mid-roll, and display)
• YouTube Premium subscriptions
• Super Chat and Channel Memberships
• Affiliate links and external sponsorships

These options give creators multiple ways to earn money, attracting a broad and professional content base.

Content Discovery Model

Unlike Facebook, YouTube depends on search-based discovery. Content is recommended based on keywords, watch history, and user intent. This model supports creators who produce long-form, educational, or evergreen content.

While YouTube Shorts was introduced to compete in the short-form market, the platform remains rooted in longer videos with structured viewing patterns.

TikTok’s Rise: Short, Engaging, and Algorithm-Driven

TikTok focuses on fast, engaging, and short-form content. Its target users are Gen Z and millennials, and its success lies in the power of the “For You” page, driven by AI.

Users don’t need to follow anyone to discover new content. Instead, TikTok uses engagement signals—such as likes, watch time, and shares—to push viral videos to the right audience.

TikTok encourages trends, challenges, and quick entertainment. Content creators focus on staying relevant and joining viral trends to increase reach.

Monetization and Growth Areas

TikTok has introduced monetization options like:

• Creator Fund
• Brand partnerships
• In-app shopping and live commerce

Still, it faces challenges in content moderation, privacy, and expanding monetization models globally.

New Features: Reels, Shorts, and More

• Facebook Reels: Short videos within the Facebook and Instagram ecosystem. Competes directly with TikTok.
• YouTube Shorts: Short videos meant for discovery through mobile scrolling. It builds on YouTube's creator ecosystem.
• TikTok: Continues to innovate in short-form, experimenting with eCommerce and longer videos.

Each platform is adapting to keep up with user demand. Facebook, for instance, is planning to expand video functions that let users view content like they view photos or links—quick and easy. This approach aims to normalize video watching within everyday social media use.

Conclusion

Facebook is increasing daily watch time and rolling out monetization tests. YouTube holds strong on revenue and search-based discovery. TikTok dominates short-form and viral engagement.

Each platform plays to its strength:

• Facebook is focusing on integration, autoplay, and live experiences.
• YouTube continues as the home for long videos and professional creators.
• TikTok leads short-form, algorithm-first video discovery.

While YouTube still leads in total watch time and earnings, Facebook’s scale and push into video mean it could catch up quickly.

The competition benefits users and creators. As platforms race to improve, features, monetization, and user experience will continue to evolve.

Need Custom Video App Solutions?

At S3Corp., we help businesses develop video-centric mobile and web applications. Our experience in high-performance app development ensures seamless video playback, analytics tracking, and scalable infrastructure.

Let’s build something great—contact us.