Brightcove and TubeMogul Look at the State of Online Video
Online video platform Brightcove and distribution, analytics, and advertising company TubeMogul have worked together to create a detailed report on the state of online video in the second quarter of 2010. Titled Online Video & the Media Industry Quarterly Report, it looks at video discovery, usage, and engagement data from over a thousand news and entertainment websites.
The report finds that traffic from social networks is outpacing that of the search engines. While direct traffic from Google is still the strongest referral source, Facebook is growing at 48 percent and Twitter at 38 percent, which is stronger than Google's 15 percent growth.
Social network viewers also tend to be more engaged in what they're watching. Viewers who find newspaper and magazine video through Facebook watch video clips for a longer time than other people do.
Getting content onto other sites is important, the report found, as viewers are more engaged when watching brand marketing content on a third-party site. They watch nearly 30 seconds more on average per video stream.
Online video campaigns are still used primarily for awareness, the study found. It also predicts that mobile video will grow in importance over the next year, with 70 percent of brand marketers saying they're going to add video to their mobile apps over the next 12 months.
The full report is available here for download.
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