Video app Vine celebrated its second anniversary Saturday, prompting product head Jason Toff to share new metrics. The company is now seeing 1.5 billion loops, or plays, a day of its six second videos. That compares to the “more than one billion” daily it announced in October.
1.5 billion a day is a huge number. Multiply it by 365 days of the year and Vine is seeing more than half a trillion loops yearly.
But it comes with a caveat. Vine videos are set to repeat themselves automatically, so 1.5 billion loops doesn’t represent the amount of individual, unique views by new people. If someone leaves their feed unattended, the views can multiply quickly.
The most recent user number Vine released was 40 million registered users, in August 2013. The company notably left out monthly active users and as far as I can tell it hasn’t released new user metrics since. I’ve reached out to the company to confirm and will update if I hear back. It’s possible that user growth itself has stagnated on the application even as its video plays have grown. Lots of people consume Vines other places than the app, watching them on Facebook, Twitter, or even YouTube.
In terms of viewing, the new stats show Vine has grown from its earlier self as it matured as a video application. It’s a mainstay of entertainment for teenagers, giving them a second screen experience.
Although the company hasn’t introduced advertising, brands pay the top Vine celebrities, the stars with the most followers, to do product placement in their videos or even outright mini commercials. The six second limitation to the video has spurred new, creative forms of expression from stop motion art to its own genre of slapstick comedy.
As I’ve written about, the earliest Vine stars are graduating from the application, starting to land Hollywood TV show parts and record deals, parlaying their teen social media stardom to a broader, more mainstream audience. Vine’s owner Twitter hasn’t entirely managed to keep up. It’s ignored some of its biggest celebrities, perhaps to keep the app focused on average users instead of just highlighting the famous faces. But its better-funded competitors, like Facebook and Instagram, have started wooing the key content creators in Twitter’s absence.
In typical Twitter fashion, the Vine product has managed to grow in spite of its parent company’s potential pitfalls. As it rounds its two year mark, the application and its stars show no sign of slowing.