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Hitwise Intelligence - Sandra Hanchard - Asia Pacific
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Online Video in OZ - YouTube dominates, MSN Video and CNET TV up
July 23, 2008
Last week in our search press release we highlighted a 16% increase in traffic from search engines to video websites year-on-year in June 2008 by Australian Internet users. My colleague, Heather Dougherty recently noted in the U.S. that search engines had caught up to social networks in referrals to online video. Universal search and a shift to mainstream audiences are two key reasons for the rise in search referrals to online video.
YouTube.com is by far the dominant website in a Hitwise custom category of 80 video websites in Australia (including video search and channels hosting video content), accounting for 65.9% of visits for the week ending 19 July 2008. There have been some interesting movements by smaller players in the industry which the below chart illustrates:
Recent fast movers include MSN Video which increased by 63.8% during the week ending 19 July 2008, overtaking YouTube Australia. Hitwise clickstream data indicates that this was due to a jump in referrals from news.ninemsn.com.au. CNET TV attracted significant launch traffic after a re-design on the CNET website and increased by 61.9% in the past week. We're likely to see other niche online publishers offer video content to boost user traction.
Competing against YouTube
For video websites challenging the dominance of YouTube, there is an opportunity to build market share through diversified traffic sources. YouTube received more than 28% of its visits from Google search properties in June 2008 but the rest of its traffic included a mix of referrals from the leading social networks (MySpace, Facebook and Bebo), Portal Frontpages and Email Services. Video websites wanting to get off the ground should be using branded viral campaigns on leading and niche social networks to establish and build a fan base.
Posted by Sandra Hanchard at 05:26 PM
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Comments
Google has an edge to promote their web property through there search
Posted by ramki | July 30, 2008 11:20 PM
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We're definitely not surprised that YouTube still holds the reigns. You're right about the advice that should be given to other sites --- attempt to create viral material and make sure your videos are embeddable so that more eyes can see them.
Posted by Nick Stamoulis | July 24, 2008 08:20 AM