Jan 8, 2015 · 1 minute

Facebook wants media organizations and celebrities to share videos the social network's users won't find anywhere else, and it's thumping its chest about the increasing interest those consumers have in discovering that video content through its service.

The company claims in a blog post that the amount of video content in its News Feed has roughly tripled in the last year, and that 50 percent of users in the United States who visit Facebook every day end up watching at least one video shared to the service.

Video has become increasingly important to Facebook over the last year, much to the chagrin of at least some of its customers, many of whom would probably prefer it if the company didn't waste their wireless data by automatically playing News Feed videos.

It's also started to become more important to Twitter, which plans to introduce its own native video player to the masses some time in the first half of this year. (Some outlets, like the Verge, seem to already have access to a pre-release version of the video tool.)

This interest is motivated by a few things: a desire for the advertising revenues that can be earned via video platforms, and a need to keep consumers on one site instead of losing them to YouTube and other video sites whenever they want to stream something.

Facebook imagines a future where it's the only website anyone ever needs to visit. That's why it's focusing so much on video, mulling the addition of health-focused tools to its service, and trying to convince the media to publish some articles directly to its service.

In other words, Facebook wants to be what many people think of when they think about going online. Video just happens to be the latest type of content Facebook wants consumed on its platform.