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Is Vine a YouTube Threat?

Posted on 5.01.2014

It's undeniable - video plays an important role today in the digital ecosystem for both consumers and brands. While YouTube has a very strong virtual hold on the Web video market, there's plenty of competition for the platform including Twitter-owned Vine. 

Vine, which was initially focused on the mobile/smartphone user exclusively when it was released as an iPhone app a little over a year ago, has launched a newly updated Web experience (just a few short months after landing coming to the Web) which now enables users and visitors to search for Vine videos and explore several (12) different channels. There's also a new home page section that features Vines that are popular in the moment, playlists and trending tags. While far from a significant YouTube competitor today, Twitter and Vine are clearly ready to bring their video platform to a wider audience.

“Up until now, the primary way to watch, share and discover Vine videos has been on your phone,” the company’s Janessa Det wrote in a post announcing the new look for Web. “We’ve heard from the Vine community that you sometimes want to explore Vine and view videos on your computer too. Today, we’re excited to introduce a brand-new version of, which adds a bunch of new features that will help you find and discover Vine videos on the web.”

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