Exclusive Web News Videos Get Twice The Views As Broadcast Content

By Megan O'Neill 

Have you ever wondered how video content created exclusively for the web stacks up against broadcast TV content online?  In an interview with Beet.TV, Stokes Young, Executive Producer of MSNBC.com, provides some interesting insight.

Young tells Beet.TV that, “Off-air clips from NBC News air and MSNBC TV cable continue to account for the lion’s share of the videos available on msnbc.com, and for the majority of the video plays.  But teams from across NBC News produce video specifically for their digital audience, and the average clip produced for the web gets around twice as many streams as the average off-air clip.”

Young explains that currently about ten percent of the 6,000 or so streams that the company produces a month are created solely for the web and “data is showing us that it’s around twice as effective, on average, in terms of stream numbers.”  For this reason, MSNBC.com is focusing on video storytelling for a web audience.  Young says this method seems to really be resonating with viewers.

Another interesting point that Young brings up in his interview is how MSNBC.com defines “web video.”  He says, “That definition includes a thumbnail, a headline, and a description.  In other words, the video file itself is meaningless without the right metadata and the right still image and headline to make that discoverable and clickable for the user.”  He explains that it important to put the time in to creating good, compelling metadata but adds that what is most important is “having within the video itself elements that you have to watch in order to get the story.”

Check out the video below for more great insight from Stokes Young and let us know what you think.  Are you surprised that MSNBC’s made-for-web content gets twice the streams as their broadcast content?

Megan O’Neill is the resident web video enthusiast here at Social Times.  Megan covers everything from the latest viral videos to online video news and tips, and has a passion for bizarre, original and revolutionary content and ideas.