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Here’s an issue for all those media firms jockeying to cash in on the enormously popular YouTube stars and their giant audiences: is the nature of the medium making stars out of people too early, stunting their chances of growing into sustainable acts?
The hardest thing about building a mobile company isn’t gaining users; it’s retaining them. And by this measure most social apps, including Snapchat, Vine and Twitter, are doing badly compared to Facebook and, surprisingly, Blackberry Messenger, particularly in Asia’s emerging markets.
As far as social networks are concerned, the most contested digital battle at the moment may be the land grab over mobile video. And while Facebook and YouTube are arguably better positioned because they’re bigger, Twitter is scrambling not to be left behind.