Youtube gets this right and puts the content first, on all endpoints. I see a youtube video and click it, I get a video.

If I see a facebook link, there are many problems:

- I don't know if it's a video

- I don't know if I'll see a login page or if I'll get to the content

- I don't know if the content is viewable by me because of privacy settings

And then this works the other way - why should I share a video on facebook when I can't tell if my recipient will be able to see the video? I don't know if they'll get a login prompt. I don't know if they have the permissions to see the video.

All this friction doesn't exist with youtube, or at least is extremely minimal.