Snapchat closes in on Facebook as daily video views hit 6bn

New figures reveal that the gap between the startup and the social giant is narrowing

Snapchat has tripled its viewing figures over the last six months, and is now clocking up 6bn views a day.

The revelation comes from sources quoted by the Financial Times, who claimed the number of daily video views on the messaging app has tripled every day since May. Snapchat confirmed the 6bn figure today (9 November) but declined to comment further.

It indicates that Snapchat is gaining ground on its rival; the messaging app's video viewing numbers only take into account smartphone views, while Facebook's comprises both desktop and mobile users.

The news follows last week's claims from Facebook chief Mark Zuckerbeg, that the social network has doubled its video views since April – recording 8bn plays each day.

Throughout the latter half of 2015, Snapchat has hosted content with a variety of brands on its Discover platform, including Burberry and the NFL, as it aims to bolster its video arm. Earlier this month the channel teamed up with Sony Pictures to release an exclusive behind the scenes James Bond movie ahead of the release of Spectre.

Additionally, October saw the service launch new ad format, Sponsored Lenses, which allows marketers to add promotional digital overlays to users’ video messages.

Facebook's burgeoning video offering has been met with skepticism by industry experts in recent months with WPP's Sir Martin Sorrell dismissing the boast as "ludicrous".