Interactive - Written by Michael Leander Nielsen on Friday, February 13, 2009 16:49 - 1 Comment
HOW DO PEOPLE DISCOVER VIDEOS ONLINE?
They find videos through blogs and direct navigation to video sites, mostly. Google is the top individual site referring video views; also: social networks refer more views than video search engines.
People discover videos online in a variety of ways, from embeds on blogs to video search engines. But which sources drive the most video views? TubeMogul just released some interesting stats…Methodology
The most common way viewers find a video (45.13% of all views our sample) is direct navigation to a video site (i.e. going to YouTube and running a search or clicking around the featured or related videos).
In terms of sites referring traffic, no single source dominates, with a variegated long tail of mostly blogs sourcing 80.88% of all referred traffic in our sample. Here are the top 20 individual referrers:
| Site | Share of Video Referrals |
| 7.19% | |
| yahoo | 2.12% |
| 1.93% | |
| myspace | 1.55% |
| digg | 1.49% |
| stumbleupon | 1.13% |
| msn/live | 0.92% |
| blogspot | 0.78% |
| aol | 0.43% |
| 0.29% | |
| truveo | 0.22% |
| flurl | 0.21% |
| blinkx | 0.19% |
| ask | 0.19% |
| comcast | 0.16% |
| 0.15% | |
| wordpress | 0.15% |
| cnn | 0.12% |
| wikipedia | 0.11% |
| ovguide | 0.06% |
- Search engines: 11.18%
- Social networks: 3.66%
- Social bookmarking sites: 3.19%
- Video search engines: 0.63%
- Email/IM: 0.05%
- Everything else (almost all blogs): 80.88% of all referred traffic.
Analysis/Conclusions
These results likely come as bad news to the myriad sites that are set up with online video discovery in mind, such as video search engines, which source a relatively modest 0.63% of all referred video views.
To those trying to unlock a formula for making a video go viral, perhaps this gives some clues: reach out to bloggers and optimize a video’s meta-data to ensure it ranks highly on intra-video site plugs.
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The power of the blogger. We finally start getting some solid proof about the strength of word of mouth through this new manifestation. Luckily, it can be quantified. Maybe now we can start getting more marketing budgets allocated to this means of communication ie. the blogger, the opinion leader, and god forbid, the consumer rather than spending time and money on designing websites . I really don’t think that many people want to spend an afternoon surfing a site with a product on it. It might be exciting to us, but it’s not a big enough deal to them.