YouTube is feeling the might of the mobile revolution. Then again, who isn't?
According to YouTube executive Robert Kyncl, the Google-owned video streaming company says that views from mobile devices now account for a full quarter of views on the site.
"We’re experiencing a massive consumer shift," Kyncl said at the Abu Dhabi Media Summit last week. "Mobile has increased from 6% to 25% in last 18 months across the whole of YouTube."
YouTube mobile traffic tripled in 2011. And now it's quadrupled in the past 1.5 years.
Not unlike Facebook, YouTube has had difficulty monetizing mobile. For a long time it didn't have any ads on its mobile apps. Now YouTube—and Facebook—are serving up ads on their mobile apps, much to the dismay of consumers who have grown used to ad-less apps on their smartphones.