ColumnColumn ArchivesVideo: Comparison Shopping Online, On-Air AdsSpread the Word: New Media Rocks!Real or Fake? Do We Even Care?Build Your Own Brand, Not YouTube'sYouTube is not the most important online video distribution partner. Sounds like a pretty crazy statement, right? After all, Nielsen Online said YouTube delivered 3.8 billion video streams to 68 million unique visitors in May, more than 11 times the volume of its closest competitor. Yet YouTube is not the most important online video distribution partner. That statement sounds even loonier when you consider this fact: Hitwise reported just last week that YouTube accounted for 75% of all U.S. visits in May to video Web sites, with MySpace a distant second at 9%. What’s more, YouTube’s market share of visits to video sites rose 26% over last year, while MySpace’s fell 44%. To top it off, YouTube also has a loyal audience: 82% of the site’s visitors in May were returning visitors from the prior month. So if YouTube has a ridiculous lead over the competition and a vastly loyal audience, how could it not be the most important online video distribution partner? Because the most important distribution partner for your show is your site. And that applies to the biggest television network and to the smallest Web series producer. A broadcast network wants views on NBC.com, CBS.com, ABC.com or...More » |
BlogIn Case You Haven’t Seen the Amazing Ball Girl CatchBy now, you’ve probably heard that the ball girl catch was fake. I’m talking about the video of a ball girl executing a major league...More » YouTube’s Response to Building a Web BrandYesterday I posted a column urging Web video creators to focus on building their own brands for their Web shows, not YouTube’s. You can read...More » |
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