Online video and its "growth" sure is all the rage lately. Article after article are written about its weed-like growth. A real problem for the growth of this aspect of online is that most of the videos being viewed are, well, garbage. Garbage that most brands don't want to be associated with.
Look at these two graphs:
14.2% growth is huge when the base was already over 100MM users. The problem is that the number of users watching good quality content suitable for most advertisers rather than people jumping off houses into trampolines is not anywhere near 100MM.
In fact, the second graph shows that YouTube streamed more than four times the number of videos that the next nine largest sites streamed combined. YouTube also had more uniques than all the others combined. What's on YouTube? Some quality, but mostly videos of people doing things like jumping off trampolines into houses.
For online video to become a larger part of most brand marketers' plans rather than just a small number of brand marketers' plans, studios and content owners might pay attention to the "figure out the revenue model later" adopted by so many successful online companies.Facebook, Twitter, even Quantcast on the B2B... Read more