Though YouTube is far and away the most popular platform for video, Facebook actually reaches more MAUs (monthly average users). In 2023, Facebook will reach 2.96 billion MAUs, while YouTube will reach only 2.2 billion MAUs. The user intent for watching videos on social platforms is very different, with YouTube videos sitting higher in the sales funnel for brand awareness and interest. Facebook videos and Instagram videos are further down the sales funnel, with branded video content tied directly to sales thanks to integrated stores, social video sharing, and direct purchasing.