3 Out of 4 U.S. Internet Users Streamed Video
23 07 2007In a recent press release by Comscore, month of May saw Americans view more than 8.3 billion video streams online, and Google Sites once again ranked as the top U.S. streaming video property with 1.8 billion videos streamed (21.5 percent share of streams), 1.7 billion of which occurred at YouTube.com. Fox Interactive Media ranked second with 680 million streams (8.1 percent), followed by Yahoo! Sites with 387 million (4.6 percent) and Viacom Digital with 237 million (2.8 percent).
Other notable findings from May 2007 include:
* Online viewers watched an average of 158 minutes of streaming video per streamer. Google Sites also captured the largest streaming video audience with more than 64.9 million unique streamers, followed by Fox Interactive Media with 52.7 million and Yahoo! Sites with 35.0 million. Source: Comscore Article Here’s another article which according to which U.K. Internet Users Leading Consumers of Online Video Comscore Article Streaming videos are indeed becoming a part internet users,and one of the more popular things to do online. Looking in terms of web analytics,if you do have any kind of streaming videos on your site, it sure is importantto measure the effectiveness of these streaming videos. So does your Web analytic solution track streaming videos effectively, KPI’s Did i miss anything? I’ll be glad to hear more
* The average video stream duration was 2.5 minutes.
* Nearly three out of four (74.3 percent) U.S. Internet users streamed video online.
* More than one out of three (35 percent) U.S. Internet users streamed video on YouTube.com.
* The average online video viewer consumed 63 video streams, or more than two per day.
80 Percent of Surfers Streamed Video in April, Spending 10 Percent of Their Online Time Viewing Video
Is implementation easy?
what are the KPI’s for streaming videos?
Implementation
Implementation is done via Custom events (clip start, clip complete, played event) for omniture Site Catalyst. Advanced implementation can be also done via omntiure.
Video Start (event)
% played (event - 10%, 50%, 90% or 100%)
Pre roll ad event
Average played time
are some of the key KPI’s,
Anil,
In the UK and Europe we are seeing more and more site owners looking to understand and exploit the power of streaming media.
They tend to start out looking at log files and pretty soon end up drowning in a huge sea of data, (much of which is often irrelevant). They then start looking for the lifeboat that will get them to the shores of Integrated Island (as I call it).
Integrated Island is where you want to get to if you want to be able to relate streaming consumption with other online media events (such as page views, form submissions and conversions etc).
In order to make the analysis of streaming data more timely and less prone to error, we at Nedstat have created Stream Sense, a unique browser side streaming measurement tool. This helps our clients to implement swiftly without the need to break open streaming assets, and gives them a richer view of the way that their visitors consume content on their site.
As to KPIs, your list is a pretty good start place. We spend a fair amount of time helping clients to optimise their clip delivery (pre-roll, post-roll and interstitial), but I guess the key thing we try and do is ensure that we look at the total user behaviour. This allows us to really understand the impact of deploying Streaming Media at a holistic level, giving us a rounded overview of both user centric and site centric behaviour. A couple of my favourite KPIs at the moment are:
streaming duration as percentage of visit duration and
streaming completion (n% viewed) to selected success page (goal conversion).
Thanks
Steve
Steve!
There are two points i want to emphasize here.
I like the concept of what you call “integrated island”, it sure is important to relate streaming consumption with online media events.
Second! is a dedicated tool like stream sense is so much of help (saving lot of time), as you said much better than digging from huge log files.
thanks again for your comment and insight,hopefully i’ll get a chance to work on stream sense sometime in the future.
Anil