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BizReport : Blogs & Content archives : December 14, 2009

Consumers won't wait for video

If your video streams are buffering often or for long periods of time, you could be losing out. According to a recent TubeMogul study consumers will not wait for online video that takes a while to load, to run or that stops often to buffer. Instead, they'll leave your site for other video options.

by Kristina Knight

The report finds that consumers click away from sites which rebuffer video clips more than 80% of the time; rebuffering happens on about 6.8% of video streams.

"As online video audiences continue to grow, CDN imperfections like these will be increasingly relevant to the publishers' bottom lines. When you consider that one out of 25 streams experiences a rebuffer and most people click away when that happens, it's probably fair to conclude that far fewer ads are getting clicked (or watched)," writes TubeMogul.

How important is video to advertisers? According to a Hitwise/Experian report social sites - all of which share video streams in one way or another - are driving online growth. Of the Top Fifty websites Facebook sits at number two, YouTube is number six and MySpace is at 43.

"Online video continues to increase in popularity with YouTube growing its share of visits by 64.2% over the past two years (November 2009 compared to November 2007) to currently hold 1.82% of all visits, or one in every 55 visits. YouTube's share has levelled in the past year experiencing just 1.1% growth," writes Alan Long, analyst for Experian/Hitwise.

The more consumers who click off of video websites, the more ad revenues for these sites will drop because if consumers aren't watching these rebuffering streams they're also not catching the ads throughout the streaming process. Fixing the buffering problem will not ensure that consumers watch each and every ad but it will ensure, at the very least, that consumers are engaged with the video hub, spending additional time on-site.

Tags: Hitwise, online video, social marketing, social networks, TubeMogul, video advertising, video buffering, video streams

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