Brightcove and TubeMogul released their quarterly research report on Online Video & the Media Industry this morning, revealing some very interesting stats from Q4 2010. The collaborative research revealed, among other things, that engagement rates for online video saw a massive upward trend in the last quarter, as well as that newspapers have seen huge growth in video uploads and player loads as they’ve continued to embrace and forge ahead in the online video arena. Read on to learn more.
Before we get into the statistics I think it’s important to understand how online video publishing and distribution platform Brightcove and online video analytics and advertising platform TubeMogul came to these conclusions. According to the report, the findings of the report were based upon “platform data from an anonymous and random sample of Brightcove customers; and consumer engagement reports based on TubeMogul’s online video analytics from this aggregate data set.” Now on to the findings!
One of the most interesting findings of the quarterly report was that audience engagement for brands and online media both saw significant jumps in Q4. Ad you can see from the chart below, brand engagement rose a whopping 98% as they went from 1:03 average minutes viewed in Q3 to 2:03 minutes in Q4. Online media also saw a big leap from Q3 to Q4, although it followed a decline in engagement in the second and third quarters.
Along the same lines as the increase in engagement rates, Q4 also saw an upward trend in completion rates (videos watched from start to finish). The report points out that, “This is the first time we’ve seen any category surpass a 50% completion rate, which online media and broadcasters both achieved this quarter.”
Speaking of broadcasters, they led the pack in minutes streamed in 2010, with a totally of 1.7 billion total minutes streamed. However, (and this may come as a surprise to many) newspapers came in at a close second and, in fact, surpassed broadcasters in the number of player loads for the year. According to the report, “The newspaper category overtook broadcasters in minutes streamed in Q3, but the broadcast category regained its top position in Q4. Video coverage of the World Cup, fall elections, Pakistani floods, and trapped Chilean miners combined to overpower the broadcast industry during summer reruns, but the broadcasters came roaring back with popular new shows for the fall season.”
Finally, TubeMogul and Brightcove took a look at how viewers are discovering content. The statistics showed that Facebook and Twitter, as referral sources, accounted for the highest engagement rates across all media categories. However, Google is still responsible for the highest percent of referred traffic, by a lot.
Are you surprised by the findings of the Q4 findings? How do you think these numbers will change in 2011?