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Hitwise Intelligence - Heather Dougherty - North America

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YouTube Launching Movie Rentals

January 21, 2010

An announcement came out yesterday that YouTube is going to begin testing movie rentals starting Friday with movies from the Sundance Film Festival. This move represents a new opportunity for YouTube to generate revenue in addition to advertising with its’ large, engaged audience. Last week, YouTube ranked 6th among all websites in the US and visitors spent an average of 25 minutes and 25 seconds with the website.

Already a destination for viewing both short and long videos online, YouTube ranked second behind Momo Mesh for websites that receive traffic from the search term ‘movies online’ for the 12 weeks ending January 16, 2010. Last week, among all of the search terms that drove traffic to YouTube, 2179 included the word ‘movie’ or ‘movies’, although 291 also included the word ‘free’. Migrating users into paying customers may be an initial challenge for those unaccustomed (or unwilling) to pay for content, the same problem facing all media companies.

smmovieonlinevariations1-16-10.png

There are many competitors to the new service offering from YouTube including NetFlix, Apple and Amazon. However, in general, NetFlix has become synonymous with movie rentals online and appeared three times in the top ten search term variations of ‘movie rentals’ for the 12 weeks ending January 16, 2010.

smmovierentalvariations1-16-10.png

For any of the players in this space, video quality, breadth of selection and ease of use will be the key drivers of success.

Posted by Heather Dougherty at 02:53 PM | (3) | (1)
In Categories Apple | Entertainment | Video | YouTube

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Comments

it is interesting to hear this news. very good plan to rent you tube movies, this business will result in great success

Posted by Adrian | January 23, 2010 02:52 PM

It's funny to read about things like this a few months after they were supposed to have changed the world..............and they haven't

Posted by Marty Cairns | August 26, 2010 08:01 AM

well, this would be some thing good since then, otherwise we need to find movies online, though i have some good websites, you can try

Posted by watch free movies online | July 20, 2011 12:26 AM

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Heather Dougherty

Director, Research at Hitwise.

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