YouTube is set to overtake Facebook as the second most visited website in the US, according to a new report published by data analysis firm SimilarWeb.
SimilarWeb is an internet traffic monitoring platform that relies on a variety of sources to estimate traffic to web properties.
As it stands, Google.com is the most visited website in the US (15 billion visits per month) and is followed by Facebook.com, YouTube.com, Yahoo.com and Amazon.com.
The report predicts the “paradigm shift” will occur in the next two or three months and claims not only will YouTube surpass Facebook into 2nd place but Amazon.com will surpass Yahoo! to claim 4th place.
According to the report, US traffic to Facebook decreased from 8.5 billion to 4.7 billion visits per month in the last two years; however, its worldwide traffic stands at just over 23 billion.
It’s important to consider the terminology used – a “visit” isn’t a unique user but a “session” or period of activity on a website. In other words, one unique user can account for numerous “visits” over a given timeframe.
Traffic also comes in many forms, with recent reports estimating that 52 percent of traffic is “automated” (bots).
In its Q2 earnings report published last month, the social network reported no quarter-on-quarter growth in North American daily active users (DAUs) for the fourth successive quarter.
European DAUs also declined over the same period, which witnessed the enactment of the EU’s far-reach data protection regulation, the GDPR.
That news also precipitated a 25 percent decrease in its share price, despite it posting a year-on-year increase in both revenue and profits and the fact the largest proportion of its users are in India.
The study from SimilarWeb also points to successes for the Silicon Valley based organization – app usage has increased, and it is “finding growth” in other areas of its network, including Instagram and Messenger.
In particular, the report points to the Instagram App, on which users now spend 56 minutes per day, up from 27 minutes per day in 2017.
Meanwhile Yahoo, founded in 1994 when it was called “Jerry and David’s Guide to the Worldwide Web,” is struggling.
It was sold to Verizon in 2017 for $4.48 billion, significantly less than the $44.6 billion Microsoft bid for it in 2008, and according this latest report from SimilarWeb its set to relinquish its position as the 4th most visited website in the US to Amazon.com.
According to the estimates, the web portal attracts 1.9 billion visits per month in 2018, down from 2.9 billion visits per month in 2017.
Amazon has displaced Yahoo! as the 4th most visited website in the US on a few occasions; however, the shift is more likely to become permanent in the next few months.