The US is the leading region for viewing online video from most sources, according to a new white paper from Brightcove and TubeMogul.
Findings from “Online Video & The Media Industry” show that US viewers watched the greatest amount of online video content for the longest periods of time across the broadcast, magazine, music video and radio verticals. In particular, US viewers accounted for more than 50% of magazine total views with a leading average of 3:44 minutes per view, and had a substantially higher average minutes per view average (1:24) than any other region.
In addition, while US viewers while accounted for more than 60% of online media total views, their minutes per view average lagged the European Union (1:44).
Meanwhile, Europeans watched the second-highest amount of broadcast video content (21.28%), but were the least engaged, dropping off after 30 seconds on average.
In the Asia-Pacific region, viewers were most engaged when it came to radio content, accounting for almost 65% of total views.
US and Europe Dominate Brand ViewsIn terms of geography, a combined 90% of online brand views came from either the US (52%) or Europe (385). More than half of all brand / e-commerce views occurred in the U.S. Brands also had fewer views coming from the Asia-Pacific region or the rest of the world than media companies.
Study results also indicate US viewers watched brand videos 20 to 54 seconds more than viewers from other regions, demonstrating more time-spent with brand-related online video content. Europeans watched news and entertainment video content even longer than U.S. viewers, on average, but spent less time with brand videos than any other region.
Google Dominates 3rd Party ReferralsOther study results indicate that overall, 81.9% of video streams were discovered via direct traffic or navigation within a publisher’s own site. In the case of third party referral traffic, 64% comes from Google, followed by Yahoo (11.9%), Facebook (4.3%), Bing (2.6%), and Twitter (1.2%).
However, in terms of number of video streams referred per month, Facebook and Twitter are growing much faster than traditional search engines as sources of video views. At current rates, Facebook will surpass Yahoo within the year to be second only to Google in referral traffic to online video content for media companies.
About the Data: The data used for the analysis included in this report was taken from a cross-section sample of Brightcove customers representing media industry verticals. While the sample aggregates a sizable data set, it is not intended to be statistically representative of the online video industry as a whole, or of Brightcove’s entire customer base.
Findings from “Online Video & The Media Industry” show that US viewers watched the greatest amount of online video content for the longest periods of time across the broadcast, magazine, music video and radio verticals. In particular, US viewers accounted for more than 50% of magazine total views with a leading average of 3:44 minutes per view, and had a substantially higher average minutes per view average (1:24) than any other region.
In addition, while US viewers while accounted for more than 60% of online media total views, their minutes per view average lagged the European Union (1:44).
Meanwhile, Europeans watched the second-highest amount of broadcast video content (21.28%), but were the least engaged, dropping off after 30 seconds on average.
In the Asia-Pacific region, viewers were most engaged when it came to radio content, accounting for almost 65% of total views.
US and Europe Dominate Brand ViewsIn terms of geography, a combined 90% of online brand views came from either the US (52%) or Europe (385). More than half of all brand / e-commerce views occurred in the U.S. Brands also had fewer views coming from the Asia-Pacific region or the rest of the world than media companies.
Study results also indicate US viewers watched brand videos 20 to 54 seconds more than viewers from other regions, demonstrating more time-spent with brand-related online video content. Europeans watched news and entertainment video content even longer than U.S. viewers, on average, but spent less time with brand videos than any other region.
Google Dominates 3rd Party ReferralsOther study results indicate that overall, 81.9% of video streams were discovered via direct traffic or navigation within a publisher’s own site. In the case of third party referral traffic, 64% comes from Google, followed by Yahoo (11.9%), Facebook (4.3%), Bing (2.6%), and Twitter (1.2%).
However, in terms of number of video streams referred per month, Facebook and Twitter are growing much faster than traditional search engines as sources of video views. At current rates, Facebook will surpass Yahoo within the year to be second only to Google in referral traffic to online video content for media companies.
About the Data: The data used for the analysis included in this report was taken from a cross-section sample of Brightcove customers representing media industry verticals. While the sample aggregates a sizable data set, it is not intended to be statistically representative of the online video industry as a whole, or of Brightcove’s entire customer base.
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