Video Views Traffic Sources – Tubemogul

Once again, the Tubemogul team offers us an insightful report on the mechanics of online video views. Today, the team analyzed what were the main referrers that drive viewers to a video in an article titled How do people discover videos online?

The results are not outstandingly surprising. This chart summarizes the study:

referrers of video views - tubemogul

To make it clearer for everyone, David from Tubemogul puts it this way:

* Search engines: 11.18%
* Social networks: 3.66%
* Social bookmarking sites: 3.19%
* Video search engines: 0.63%
* Email/IM: 0.05%
* Everything else (almost all blogs, from the thousands we scanned): 80.88% of all referred traffic.

In other words, there isn’t one definitive source that brings views. This actually makes a lot of sense: the myth of the skateboarding cat makes all the marketers drool, and they all want to replicate the same virality for their own company/client. Truth is that the real power of online video is the accessibility/affordability we have never seen before in the media space (a Youtube account is free, a blog is free, a FlipCam HD is $200). Popularity is not a given.

After a video is online, it is the same phenomenon as when a blog post is published: It will be viewed if the blog is well connected to other social networks, if the post is optimized for search engine indexation, and if there is a wide choice of sharing options, then views happen.

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