Online video viewing is becoming more popular than ever, growing faster than the weeds in your front yard. (You know, the ones you left unattended because you were watching videos online.) Below are some of the cold hard facts about the rate at which Internet video viewing is increasing, and present some easy to digest interpretation on what it means for you.
Online video consumption grew across all media industry categories. In Q2, unique viewers increased on average by 2.8% per month, with consumers watching 11% more videos month-over-month compared to last quarter.
Our first, most basic fact. Online video viewing is up across the board, today more people are watching video online than ever before.
Largely thanks to the oil spill in the Gulf, newspaper websites saw video usage surge 65% in the second quarter of 2010 compared to the same quarter last year. Magazine video viewing was also up for the quarter, compared to the same quarter last year, jumping 45%.
Though many are calling it the end of print media, many newspapers and magazines are thriving in the online space. Their numbers and usage are growing as more people view original video content from long-trusted print sources.
Referral traffic for online video from Facebook and Twitter is growing faster than from traditional search engines. At current growth rates, Facebook will surpass Yahoo within the year to be the second only to Google for video referral traffic.
As the web becomes a more social place, thanks to Facebook, Twitter, Linkedin and the like, the opportunity to share content only becomes more prevalent. When developing online video content it’s important to consider its social media applications. Successful online video content motivates the viewer to comment and share it with others.
Consumers who find marketing and ecommerce video via Facebook and Twitter have the longest viewing times (1:24 minutes and 1:18 minutes respectively), while traffic originating from Yahoo search (0:52 minutes) and display ads (0:52 minutes) tied for shortest.
Furthermore, content recommended by friends and contacts on social networks has a much higher intrinsic value. Users are more likely to stick around longer on a video recommended on a social network than one recommended by a search engine or advertisement.
Respondents from a global survey of brand managers and analysis of platform data from marketing and ecommerce websites found that nearly 60% said they plan to invest more in online video in the next 12 months.
Online video growth is a direct result of brands, marketers, and ecommerce sites actively pursuing the trend. Those on the cutting edge are keenly aware of the benefits and opportunity on the horizon. They are in turn adding video to their annual plans.
More than 65% of brand managers indicate that the primary focus of their online video initiatives is awareness, followed by lead generation (21%) and ecommerce (12%). 70% of respondents said they plan to add mobile video to their marketing mix in the next 12 months.
A well made, properly distributed video can reach a huge audience. While the video may not directly sell a product, it can for sure create awareness. The interactive element of the online space also provides the opportunity for the viewer to get involved, which is where lead generation comes into play. And if you’re looking for the next big thing, look no further than the final stat regarding the growing mobile video market. As wireless coverage and WiFi become common place the ability for advertisers, brand managers, and video creators to reach the audience on the go only increases.
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