Online Video Stats to Make Your Eyes Glaze Over

Online Video Stats to Make Your Eyes Glaze Over:

There’s a pretty good chance you just finished watching one before you arrived here.

And after seeing how long this post is, there’s a pretty good chance you’ll abandon this in a few seconds to watch a video online instead. But, don’t worry; you wouldn’t be the only one. Watching video online is becoming the globe’s new pastime and it’s showing no signs of slowing down (or, uh, buffering).

An overview of the world of online video

The demand (and opportunity) for online video is staggering:

  • According to a comScore study, released in February 2011, 82.5% of the U.S. Internet audience viewed a video online.
  • Viewers watched 75% more videos online in December 2010 than December 2008.
  • In a 2010 report from Cisco, 30% of Internet traffic is currently video. By 2013, 90% of Internet traffic will be video.
  • Advanced Internet video (3D and HD) will increase 23-fold between 2009 and 2014.
  • By 2014, 3D and HD Internet video will include 46% of Internet video traffic.
  • In the same time frame, online video ad spending will swell from $1.97 billion to $5.71 billion.
  • The length of the average video was 5.1 minutes in February 2011.
  • The average online video ad was 24 seconds.
  • Video ads accounted for 12.4% of all videos viewed and 1.2% of all minutes spent watching video online.
  • Top video ad networks potentially reach the following proportions of the total U.S. population: Google Display Network at 46.7%, Tremor Media at 46.3% and BrightRoll Video Network at 37.3%.
  • In February 2011 there were 3.8 million video ads, which averages about 30.2 ads per viewer and reached 42% of the total U.S. population.
  • According to comScore Video Metrix, in February 2011 the total U.S. unique video viewers on the Internet were 169,646 with an average of 816.4 minutes per viewer.
  • Google sites had 141,065 total unique viewers, averaging 261.6 minutes per viewer in the month.
  • VEVO had 48,998 unique viewers averaging 81.2 minutes per viewer.
  • Microsoft Sites had 48,812 unique viewers averaging 46.5 minutes per viewer.
  • had 46,661 unique viewers averaging 18.5 minutes per viewer.
  • Viacom Digital had 45,214 unique viewers averaging 74.2 minutes per viewer.
  • Hulu had 27,257 unique viewers averaging 224.3 minutes per viewer.

How engaged are online viewers?

In a competitive marketplace, attention is vital. And the question becomes: are people actually paying attention to videos played on the Internet?

  • U.S. online video consumers watched 4.3 hours worth of video on average in the month of June 2010.
  • According to a study by Visible Measures, 20% of online video viewers click away from a video in the first 10 seconds or less.
  • By 30 seconds into an online video up to 33% of viewers have moved on; at 1 minute 44% have left (regardless of the clip’s length) and almost 60% have abandoned by the 2 minute mark.
  • According to Visible Measure’s Matt Cutler, “if your online video campaign has 10 million viewers, 2 million of them saw less than 10 seconds of it. Ouch.”
  • Using Flimp media brochures, Rich Media generates a 400%-700% increase in viewer engagement and response rates using online video compared to static content online such as text and graphics.
  • Video E-mail messages generate 2-3 X higher click-thru rates compared to static E-mails.
  • 144.1 million Viewers watched 14.6 billion videos on (101.2 videos per viewer) in May 2010.
  • The typical Hulu user viewed 27 videos, totaling 2.7 hours of video per viewer.

How are online video viewers getting their fix?

Depending on the context of the video, user engagement varies:

  • A study from Frank Magid Associates reveals that only 1% of digital TV subscribers in the U.S. cancelled their subscriptions because they get their television programs online (via MediaPost).
  • 2.5% of U.S. media consumers use the Internet exclusively for video content.
  • For long-form television content online (Hulu, NBC etc.) viewership rose 104% from December 2008 to December 2010.
  • 16% of people view long-form television content online connecting their computer to their television (using HDMI cable or S-Video etc.).
  • The #1 reason for watching television content online over watching on television is that they missed the live episode.
  • Roughly 66% of the world’s mobile data traffic will be video by 2014.
  • According to MeFeedia, iPad users commit to watching a web video for 5 minutes on average.
  • Android users watch for 3 minutes on average.
  • iPhone users watch for 2.4 minutes on average.
  • Desktop users watch web video for less than 2 minutes on average.

How do online videos benefit retail?

Everyone wins when an online video of a product is provided.

  • Catching the e-tail trend, 55% of online retailers used video on product pages in 2009 but this technique increased to 73% of retailers in 2010.
  • When a video is present on a product page of, consumers spend 9% more time viewing the page compared to when no video is present.
  • According to Internet Retailer, an April 2010 report stated that consumers who watch product videos are 85% more likely to buy products compared to those who do not watch.
  • Internet Retailer released a study that found shoppers were 144% more likely to add a product to their cart after viewing a product video on compared to shoppers who avoided video.
  • In an August 2010 report from ComScore, online retail shoppers who watch video spend about two minutes more on that site and are 64% more likely to buy compared to others.
  • With social integration, retail sites that provide videos increase traffic and conversions to social media platforms by 30% according to the September 2010 L2 Specialty Retail Report.
  • In-store sales increased 6% when Reckitt Benckiser provided online video for their consumer packaged goods.
  • 46% of consumers who shop online regularly prefer shopping on retail sites providing product video compared to 30% of consumers who occasionally shop online.
  • By properly implementing video to their sitemaps, Discovery Channel increased their video streams by 123%.
  • Watching a minute of video is the equivalent of reading 1.8 million words according to Dr. James McQuivey of Forrester Research

How is online video changing the industry of business?

Watching a video can have an impact on your business’ bottom line, especially as high-level executives flock to video channels.

  • According to, a majority of businesspeople surveyed by Forbes in October 2010 said they watched more video currently compared to last year.
  • Virtually 60% of respondents said they would watch video previous to reading text on the same webpage, and 22% said they generally liked watching video more than browsing text for examining business information.
  • 75% of all executives said they watched work-related videos on business websites at least once a week, and more than 50% use YouTube to watch those videos.
  • 65% of U.S. executives surveyed by Forbes in October 2010 visit a vendor’s website after viewing a work-related online video.
  • 53% conducted a search for a vendor/product/service for more information.
  • 42% made a business related purchase.

What is the relationship between online video and advertisements?

Online video opens the door for dramatic advertisement advantages.

  • The report entitled “Frames of reference: Online Video advertising”produced by the Online Publishers Association (OPA) published that 80% of visitors who watched an online video advertisement, and around 46% took some action.
  • According to that report, roughly 22% of viewers visited the website related to the ad.
  • 26% looked for more information.
  • 15% visited the company.
  • 12% purchased that specific product.
  • In 2011, 45% of small businesses are growing their budget for online video (up from 2010 by 17%) according to the Ad-Ology study, “2011 Small Business Marketing Forecast.”

As most search engine optimization (SEO) experts are aware, getting a first-page Google result is harder than ever. Not only do Google’s search and indexing algorithms continue to evolve in complexity, but Google has given over more and more of its search results real estate to “blended” search results, displaying videos and images towards the top of the first page, and pushing down—and sometimes off the page—traditional web results that would have otherwise competed for top rankings.

But where problems arise, so do opportunities. Although Google’s newfound enthusiasm for video has created more competition for fewer traditional search results, it has enabled sites with video assets—even sites that would otherwise score poorly in the Google index—to successfully achieve first-page rankings. In fact, Forrester Research found that videos were 53 times more likely than traditional web pages to receive an organic first-page ranking.

Talk to us today about how we could help your business with our services.

About Mingle Media

Mingle Media is a start-up firm offering one stop solution to all of your marketing needs.

At Mingle we work hard to be one of the most results-oriented advertising agencies in Canada.

Our dedicated advertising and marketing team at Mingle Media, is a specialized task force of seasoned advertising professionals whose aim is to increase how effectively you advertise and promote your business across all your media channels. Each member comes from their own area of expertise, from strategic and business planning through to creative concept, Copywriting, design and implementation.

To do so we approach your market with a curious mind, and a deep desire to understand your business the way you do. With fresh eyes we’ll look at your business model and market, and find new ways to make your communications across all your chosen media more creatively and strategically effective.

Our dedicated interactive development team at our Toronto office will create a Web presence that works hard for your business, and integrates into the rest of your communications and marketing plan. Our team includes designers, writers, programmers, IT staff and search engine experts. They are backed by a team of strong marketers, project managers and researchers.


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