In May of 2005, YouTube was born and its been a rocket ride for the company ever since. They announced their birthday on their blog and included some great statistics of their growth and more extensive statistics were also shared on their media page. I figured I would grab a few statistics and fun facts I thought were the most interesting:
72 hours of video are uploaded to YouTube every minute
that equates to over an hour of video is uploaded every second. In 2008 I was wrote about how staggering 10 hours of video being uploaded to YouTube every minute was. If 10 hours is staggering, I don’t really know how to classify 72 hours.
Over 3 billion hours of video are watched each month on YouTube
That is billion…with a “B”. That’s a whole lot of Nyan Cats.
Over 1 trillion views in 2011 or almost 140 views for every person on Earth
You read that correctly, one TRILLION views in 2011 on YouTube and 140 views for every person on EARTH. Now remember that only 32.7% of the world’s population has internet access. Which means that among the active internet users in the world, that amounts to over 440 views per person over the course of a year!
YouTube mobile got over 600 million views a day, and mobile traffic tripled in 2011
Six hundred million views accounts for about 20% of YouTube’s total traffic. I wouldn’t be surprised to see this number at least double in 2012 as mobile viewing continues to explode, particularly with the number of tablet devices continuing to flood the market.
500 years of YouTube video are watched every day on Facebook, and over 700 YouTube videos are shared on Twitter each minute
Video is the ultimate way to grab people’s attention online so whether that is just some ridiculous video of cute cats on up to a video branding your business, the ability to share videos from YouTube across social platforms is what makes it so powerful.
So what does it all mean?
More than ever these stats illustrate in mind-boggling terms that there is a slew of content out there. The takeaway is that to be the needle in the haystack – you have to stick out. To stick out in 72 hours of video being uploaded every minute you need to make sure that you optimize your video for search so potential viewers searching for your video can find you more easily and remember to be creative. Don’t be bland, be memorable. But be memorable for the right reasons. If you do all those things there’s no guarantee you’ll reach every potential customer on YouTube, but there’s a better chance you’ll reach more of them.
One of the frustrating things about online video view counting is YouTube and most other video sites count a “view” regardless of how much of a video is actually watched. So that got the research staff at TubeMogul thinking…how much are people actually watching before they click away?
The results from their study are pretty amazing: most online video viewers watch mere seconds, rather than minutes, of a video. All going back to the point I try to stress with every one of my clients that brevity is key. Click the image to see an enlarged graph of TubeMogul’s study findings.
For the full report from TubeMogul Industry Analysis, continue reading here. Here are some of the highlighted statistics that I found truly interesting:
Most videos steadily lose viewers once “play” is clicked, with an average 10.39% of viewers clicking away after ten seconds and 53.56% leaving after one minute.
I found this one surprising but not a complete shock. Most of our online marketing videos fall under 1½ minutes. The fact that over half of all viewers they sampled drop off after the first minute is interesting. How many were because the videos were incorrectly described or tagged and how many were just “casual browsers” checking out videos randomly. Properly titling, describing and tagging your video is one of the most important steps to getting found by the right people who are more likely part of that 46.44%. If they were looking for your content, they are far more likely to watch it to completion…as long as you keep it short.
A three minute video that has a post-roll ad in the final seconds, for example, will only be viewed by 16.62% of the initial audience, on average.Another takeaway is that overlay ads should be displayed as early as possible in a video, preferably within the first few seconds. On YouTube, where most overlay ads appear at about 10 seconds in, 10.39% of a video’s initial viewers are not likely seeing the ad.
Alright I’m going to go off on a little tangent here – I am not a fan of pre-roll or post-roll ads on video content. Personally I just think it is too much of an interruption to the viewer who clicked on a particular video to watch…NOT the advertisement tacked onto the video. I wonder how many viewers are clicking away because they are annoyed by the interruption of overlay ads on the video they are trying to watch? Especially if it is interfering with the content. Social networking on video sharing sites is all about inbound marketing or letting the community find the resources they are looking for by properly tagging videos with the keywords they will be searching for. Overlay ads to me are more of the old school of outbound marketing like television commercials, print ads, etc. a shotgun approach to hit as many people as possible with their sales pitch without regard as to whether it is hitting their target market or not. Sorry…my diatribe is over now. Anyway if you are going to engage on overlay advertising, this is a staggering reason why you shouldn’t even consider post-roll overlay advertising.
TubeMogul has once again impressed me with their industry leading research and produced some impressive results from their study. What about your own viewing habits? How long do you typically watch a video? How do you feel about overlay ads?