Whether it was people trying to overcome party hangovers or kids finishing school in the middle of the month, YouTube is celebrating December 2011 as its busiest month of traffic ever.
According to Experian Hitwise, YouTube now accounts for 1 in every 4 visits to a social network in the UK and 1 in 30 of every visit online.
The importance of social media in business was also shown in the report that revealed social media was the third biggest source of traffic to online traders in the Christmas season, with 8% of all visits to online retail websites in the month of December coming from social media referrals.
BBC iPlayer also reported a bumper viewing months with Christmas catch-up proving popular but YouTube still headed the field making up 65% of all visits to video websites in the UK during December.
With 2012 the year of the Olympics, Paralympics and Euro 2012 plus the expected year for fully internet connected TVs to take off, expect the December 2011 figures to be just a small drop in the ocean.