According to L2 research firm, in 2016 brands increased their ad spend on video platforms by 43%. The study was based on data collected from nine markets across the world, including the U.S., UK, Brazil, Germany, Canada, France, Japan, Russia, and South Korea. The study also showed that those markets spent 42.5% more on social media, compared to 2014, and 12.5% more on search in 2015, and only 2.6% more on TV advertising. L2 research showed that brands who increased their ad spend on video platforms preferred to advertise on YouTube.This video-sharing website claimed 59% of all brand interactions. Instagram took the second place (35%), and Facebook took the third (6%).