Over 90 per cent of digital video viewers in the UK regularly get their video watching fix from YouTube, with 40.4m – or 60 per cent of people – in the UK watching a video on the platform at least once a month.

According to eMarketer, over 66 per cent of the UKs population will watch some form of digital video in 2018, with 64.3 per cent of these viewers viewing content via a mobile device. With the rise in mobile video viewing, YouTube may have trouble maintaining its dominance, as it now has to compete with the likes of Netflix, Amazon Prime, Hulu, and even social platforms like Facebook, Instagram, and Snapchat for the eyeballs of users.

“UK adults have been migrating their social media and video habits over to mobile for some time,” said Bill Fisher, senior analyst at eMarketer. “It’s no surprise, then, that the social media platforms have been making major plays in the video space. YouTube viewership isn’t going to drop away, of course—it’s too well-established. But it’s going to have to compete for video-viewing time from a multitude of other options like never before.”