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Online Video Soars to New Heights

posted by Mike Ryan @ Thursday, March 11, 2010 - 11:14 AM
The Comscore 2009 U.S. Digital Year in Review recently published its annual report on the prevailing digital trends of the past year and their implications for the future. The trend line in videos viewers is what caught my eye. The report indicated in December, 2009, 86% of the total U.S. online population viewed video content and the average online viewer consumed 187 videos (up 95 percent vs. 2008) The average video view time also grew from 3.2 to 4.1 minutes.




I smashed the average view time record to smithereens after clocking 30-60 minutes of daily online viewing time during NBC’s coverage of the 2010 Olympics. The repurposing of the network coverage video content on MSNBC was highly engaging. Everything from the site page design, user interface, HD content viewing capability and timely access to all of the action in Vancouver eclipsed any passive, couch potato experience.



The packaging and repurposing of rich media content online is a rapidly growing trend with sports. ESPN, Fox Sports , Sports Illustrated (and more) are the rich media labs of today, constantly advancing the integration of content to deliver the most satisfying and personal user experience. The direct feedback received from users comments, site traffic measurement and analysis coupled with intense competition is surely driving this optimization process.


Network and cable news are very much in sync with sports, leveraging their video assets across their online channels. A growing number of newspaper publishers are sending their journalists out with camcorders to enhance the online version of the news story. Note to newspaper publishers; schedule some lessons in video journalism techniques for your reporters in order to better compete with the experts!


With the release of the iPad on April 3rd, new applications will soon be serving the next level of interactivity and user personalization to touch screen tablet computers. This demo created by Sports Illustrated is a great example and will provide a competitive advantage for all of the Time Inc. publications to deliver content in highly engaging ways that savvy online marketers will be clamoring to display their brands on.






Stay tuned for the Comscore 2010 Digital Year in Review. Any predictions for video consumption this year?

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