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: