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BizReport : Research archives : September 15, 2010

Brightcove: Facebook, Twitter pushing more video traffic

Don't forget the social realm for online video. Whether video ads from a brand or video content published on another content site, placing a teaser clip or a link with a catchy headline on a social network. Why? Because according to research from Brightcove and TubeMogul, social networks are pushing an increasing amount of video referral traffic.

by Kristina Knight

brightcove.bmpAccording to the Online Video & The Media Industry Quarterly Research Report, unique viewership is increasing at a rate of 2.8% per month and consumers are watching 11% more video content each month (Q2 2010 statistics).

Other interesting findings include:

• Newspaper sites' video consumption increased 65% during Q2
• Facebook and Twitter are referring consumers to video content at a faster rate than search engines such as Yahoo
• Google and Yahoo rank 1 and 2 for referral traffic currently, but Facebook is on-track to pass Yahoo to claim the #2 slot by year's end
• More than 60% of advertisers plan to increase their online video presence over the next year

Online consumers watched more minutes per video viewing during the second quarter of 2010 through official media websites that through online destination hubs. Also of interest Facebook is on track to become the second highest video traffic referrer, behind on Google, on the Internet. Added to that, consumer engagement is higher when sent from a social network.

Consumers referred to video ad content from Facebook and Twitter watch at least 1:24 (minutes). Consumers referred through Yahoo watch about :52 minutes and traffic referred from a display ad engages for :52 minutes.

Tags: Brightcove, online video, social marketing, social networks, TubeMogul, video advertising, video content, video viewership

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