About Hitwise
Hitwise is the leader in online competitive intelligence. Contact Hitwise to maximize your online marketing programs.
Hitwise Intelligence - James Murray - UK
Analyst Weblog
« Zoopla merger will still struggle against Rightmove | New Rio pushes KIA to fastest moving Automotive brand »
10 Blockbuster facts about online video
October 24, 2011
Today Experian Hitwise released its online video report which is free to download from our website. The report highlights some of the key trends in online video and how brands can use this channel to their advantage. As a sneak preview, we've put together this YouTube video and blog which reveal the top 10 blockbuster facts about online video:
1. In September 2011 there were over 785 million visits to video sites from the UK Internet population, accounting for over 4% of all Internet visits.
2. Between September 2010 and September 2011 UK Internet visits to online video sites grew by 36%. Visits have grown by 80% in the last three years.
3. 86% of the UK Internet population visit a video site at least once a month. Nearly half of the population visit at least three different video sites in a month.
4. The average Internet user will make 18 visits a month to video sites.
5. 21% of the population visit just one video website a month, but 2% of the population visit 11 or more different video sites a month.
6. 3.4 billion hours a month are spent online in the UK, of which 240 million hours are spent watching online video content.
7. YouTube is the most popular video website, accounting for nearly 70% of all visits to video websites from the UK Internet population. YouTube is now the third biggest website in the UK after Google and Facebook.
8. 184 million hours are spent each month in the UK watching videos on YouTube. The average visit time to YouTube in September 2011 was 20 minutes. 48 hours of content is uploaded to YouTube every minute worldwide.
9. The biggest driver of traffic to video websites is music content, which accounts for a 33% of all searches sending traffic to video websites. 17% of search clicks are for TV content, thanks to the increasing popularity of video on demand websites such as BBC iPlayer. Film (11%), Gaming (10%) and News (9%) are the next biggest drivers of traffic to video sites.
10. East Londoners are the most prolific users of video sites. Compared to the rest of the online population in the UK, people in East London are 33% more likely to visit a video website than the average Internet user.
As well as downloading the video report you can follow us on Twitter for all the latest data updates.
Tweet
Posted by James Murray at 10:31 AM
| 
(7)
| 
(0)
In Categories Entertainment | Social Networks
Comments
Thanks Steffan great comment and I couldn't agree more. The innovation used by companies like Yeo Valley has definitely reaped rewards but online video is still a relatively untapped resource that more brands could use to their advantage.
Posted by James Murray | October 24, 2011 03:52 PM
184 million hours of content is watched a month and your video is worth three minutes and 13 seconds that I'll just never get back.
The content and insights you give are fantastic, but the quality of the video is just painful.
Posted by Anonymous | October 25, 2011 02:49 PM
There is no doubt that the online video has forever changed the world in which we live. So it can only be expected that it would change the way we sell and marketing our businesses globally.
Posted by Shilpi Singha Roy | October 28, 2011 08:28 AM
Video Sites get more and more visits every second in a day. I also spent some time on youtube every day, more to listen my favorite music.
I work in the SEO field and advertisers have a lot to get from videos if they are catchy to the majority of people. Even a simple video placed on a landing page can do wonders.
Posted by Florarie Buchete | October 31, 2011 03:55 PM
The video is a critical component in an operation of viral marketing, Youtube is the platform the most powerful platform to lodge and support the buzz
Posted by Jerome Le Franc | November 26, 2011 04:26 PM
That's a great set of stats - but the most striking thing about the report you released, which I've just enjoyed reading, was how clear your message is that online video remains an under-exploited tool for most brands.
As a consultant working with some of the UK's largest brands on their online video strategies (and having written a similarly themed report for Econsultancy this year - Online Video Best Practice) I tell every client about the huge gap in the market that exists in virtually every sector for content that is entertaining, useful or interesting.
I'm sure it wasn't comfortable or easy for Yeo Valley to agree to take the piss out of their previous tone of voice in the "Churned" music video. But they did it to entertain their customers - it worked - and the numbers speak for themselves. Exploiting gaps isn't a comfortable business. It requires innovation and risk-taking. But any marketer worth their salt will recognise that risk-taking and innovation are essential ingredients for success in every sector.
Posted by Steffan Aquarone | October 24, 2011 03:26 PM