Online Video Grows, Driven By Mobile
What a surprise! The latest figures from comScore show that online video viewing continues its upward trajectory — 87% of the US internet audience watched online video in September 2013, consuming 46 billion content videos (average length, 5.1 minutes) and 22.9 billion ad views (average length, 40 seconds).
All that amounted to 1,248 minutes of online viewing per viewer, or 20.8 hours in the month. Just out of curiosity, how do you personally stack up against that? Setting aside your ‘professional’ viewing, did you actually watch any nonprofit-sponsored online videos out of pure personal interest?
Another study, released by Google, whose YouTube captures the lion’s share of online viewing, indicates that 41% of all traffic to YouTube originates from a mobile device! Just two years ago, that number was only 6%. In November, YouTube will introduce a functionality that permits a mobile user to download a video to their device, then go offline and watch the video within a 48 hour window.
So test yourself against that ‘new norm’ as well … how much of your online video viewing occurs via a mobile device?
Meantime, Pew Research has just released its latest ‘must read’ study on online video, indicating, for example, that 31% of American adult internet users have uploaded or posted video online (with 18% posting their own creations). The most frequent online viewers include the college-educated and those with household incomes of at least $75,000.
Most viewed content? Comedy/humor, educational, how-to and music videos. 57% watch news videos, rising to 70% of those with incomes $75,000+. Plus, 40% of online viewing males and 30% of females say they watch political videos, as do 44% of college grads. That compares to only 25% of males and 8% of females watching ‘adult’ videos … Hmmm, I won’t ask!
Fittingly, Pew has summarized some key findings in this 2-minute video.
But I urge you to read the full report.
Donor-originated video … are you encouraging it? Can you think of a more powerful donor engagement opportunity?
Tom
2 responses to “Online Video Grows, Driven By Mobile”
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As usual, lots of interesting information about engagement but not a word about money. Or about how posting videos of people dancing at your sister’s wedding relates to fundraising.
The “norm” of online communication keeps getting more sophisticated (and more expensive, in terms of time if nothing else), yet very few are bragging about how much cash is coming in.
Sure you can capture all kinds of cool data, but in terms of actual revenue, online is more like advertising than direct marketing. Sooner or later, as the novelty begins to fade, people are bound to start wondering, “what’s the real ROI?”
There’s probably no area in which it’s more clear to me that I am not a good model for what my donors will like than video. I rarely have the patience for it. I strongly prefer text.
So I’m definitely working on video communications with my donors – even if it’s not my personal channel of choice.