Brightcove / TubeMogul research chart showing web video consumption on broadcast TV network web sites far outstrips web video related to any other type of content -- magazines, music videos, radio, etc.
We recently blogged about NBC and how the TV network leads all others in terms of producing original content for the web. During the Fall 2009 to Spring 2010 TV season, we estimate NBC produced approximately 88 ‘web extensions’ related to the network’s TV programs. CBS, the #1 rated TV network by Nielsen for that same period, we estimate produced less than half that amount -- 32 web extensions. Meanwhile, for Q12010, NBC.com maintained its spot as the top TV network web site with 9.1 million unique visitors while CBS.com only had 5.6 million uniques, even though CBS was tops in the TV ratings.
The traffic numbers seem to show that NBC has the right idea in terms of focusing on the production of web content for NBC.com – we believe their focus on web content production is leading to more web traffic to NBC.com versus CBS.com. Now there’s new data investigating the consumption of web video content related to the TV networks ; the data supports the idea that original content is crucial to a TV website’s strategy. For this new research report, video platform Brightcove and analytics firm TubeMogul surveyed nearly 2,000 news and entertainment websites representing 3.4 billion video streams (report link).
A main take away from the Brightcove / TubeMogul report -- web audiences are indeed primarily dwelling on the TV sites to watch video related to TV show content.
Following are a few example data points that support the finding:
1) TV websites are the most popular type of media site for video consumption (media sites being web properties related to magazines, newspapers, TV, music and radio). The Brightcove / Tubemogul online video report (summary here) demonstrates TV network web sites capture more viewer attention than any other media web site type. Broadcast network websites maintained their top position among media verticals for the ninth consecutive quarter with 406 million online video streams. Video stream totals for broadcasters in Q2 represent a 25% increase compared to the same quarter last year.
2) Web videos related to TV programs are watched for a longer duration than any other category of media related web video (e.g. video related to magazine, newspaper, TV, music and radio content). On average, for a web video related to TV content, each viewer watches about 3 minutes of content. In no other web video category besides music videos, does a viewer typically watch more than 2 minutes worth of media content.
3) TV related web videos are viewed primarily on the TV’s own web site. Amazingly, 98.1% of TV related web video content is watched directly from the TV network’s site. Only 1.9% of web audiences watch TV web video content embedded on other sites like Facebook, AOL or Yahoo. This is good news for media companies excited to monetize their video content with high premium advertising on their own sites.
With audiences demanding and watching video content directly available on broadcast network web sites, and consuming more of it now than ever (again 25% more web video content related to TV programming is now being consumed versus last year at this same time) -- it brings up the digital media industry question -- how does this volume of video content and high consumption rate continue to scale on TV network web sites?
We mentioned for instance that NBC produced 88 web extensions between 2009 – 2010. We do not know the cost of the additional writers, producers, directors, and talent needed to produce the original web content. Yet we do believe that the focus needs to be on the original content, and to scale a broadcast network needs a platform to allow for increased content consumption and social engagement. It would add cost complexity to already high content production costs if such a platform was being built internally by the TV network. Dan Scheinman, SVP and GM of the Cisco Media Solutions Group explains why media companies run into trouble when they focus on building out technology to support the content versus adopting a third party platform like Cisco Eos to grow and scale their content production and distribution.
Wrap up questions: What is your favorite TV web site experience and why? Do you watch video content online at a broadcast TV network site that’s related to a TV show, like webisodes? If so, what do you get out of the experience? Leave us a comment.