Facebook is poised to take on YouTube’s dominance in video content. Currently viewed as a platform for building awareness, Facebook hasn’t yet been able to compete with YouTube’s ability to deliver revenue returns to content creators through its huge engaged audiences across the globe. But now it appears that Facebook is making a serious play for content owners. The social network’s video views are rocketing and recent trials with content owners suggest it’s primed to become a plausible alternative to YouTube. But as Ampere Analysis’s latest report shows, there will be both winners and losers in this new advertising ‘arms race’.