Whilst YouTube tends to be the clear video platform of choice for the majority of Internet users, just how far does this influence stretch? Recent figures from eMarketer have identified the extent of the site’s dominance in digital video consumption, placing it as the key platform for marketers to consider.
YouTube Visit Frequency
The study found that almost 60% of US Internet users visited the site at least once a week; 21.7% of them daily and 27.5% multiple times in a week. Although these figures are impressive, they are quite expected given the site’s popularity. The most surprising statistics were that just over 20% of US Internet users were found to rarely or never have visited YouTube.
However to put the site’s overall importance into perspective, the study also looked into the frequency of video content consumption on platform’s other than YouTube, which found that almost half of US Internet users rarely or never watched videos on any other site. Whilst the remaining users did report visiting other sites for video, that isn’t to say they did not also use YouTube alongside; Google sites make up the clear majority of online video viewership in the US in terms of unique visitors, number of videos viewed and time spent per visitor.
What else is there?
Comparing YouTube usage patterns, within the group of Google sites, to other online video platforms further highlighted their huge dominance in the space. Google sites’ numbers were significantly greater than the second-best performing Facebook, with 153 million unique visitors, over 13 million videos consumed and an average of 388.3 minutes spent per visitor (in December 2012) as compared to Facebook’s 58.8m visitors, 420m videos viewed and 16.4mins spent. With figures similar to Facebook, VEVO, NDN and Yahoo! sites rounded off the top five video platforms used by US Internet users.
The implications for destinations and tourism organisations are clear; get your video content onto YouTube. Whilst the Digital Tourism Think Tank has previously explained the importance of content and of videos, notably user-generated videos, we have discussed the importance of making videos cross-device compatible from destination websites. A key means of doing this is identifying a video-sharing platform, and YouTube is great in terms of reaching users. Knowing where your audience is is essential, and YouTube is clearly an online space that cannot be ignored.
Discussioncomments powered by Disqus
More from #DTTT
In May we present:Meet…Heili Klandorf-Järvsoo from Estonia Tourist Board
Heili Klandorf-Järvsoo is the Head of Tourism Marketing at Visit Estonia, and she will be joining us at #DTTTCampus alongside a panel of other DMOs to share insights on the in’s and out’s of Visit Estonia’s ‘Storytellers Nest’.
In May we present:Meet…Kevin Wright from Travel Oregon
In a world of always-on content, information overload and the ever-changing digital consumer, how do you stand out from the competition and most importantly, reach your audience? Kevin Wright, Vice President of Global Marketing for Travel Oregon will be joining us at #DTTTCampus in June to talk about Reflecting on the Role of Content to […]
In May we present:Meet…Gloria Loree from Destination Canada
We caught up with Gloria from Destination Canada ahead of #DTTTCampus to get a sneak peek into what we can expect from her talk on Designing Signature Experiences to Build Brand and Narrative.#brand experiences #destination canada #brand narrative #brand stories
In May we present:Meet…Daniel Bury VR Filmmaker
Daniel Bury is one of the youngest & most up and coming creators in the world of VR film-making, travelling the world to create immersive experiences through unique 360 and VR storytelling.#VR experiences #virtual reality experiences #daniel bury #filmmaker #dtttcampus #virtual reality #Vr
In May we present:5 Reasons Why to Visit #DTTTCampus 2019
In short, #DTTTCampus is a full exploration into the destination experience, with valuable insights on navigating the digital landscape and the ever-changing consumer behaviour of travellers today.#dttt campus #keynote speakers #workshops #destination experience #oslo #destination marketing #Visit Oslo
In May we present:Meet…Paul Kubalek – Digital Media Manager at Saalbach Hinterglemm
Paul will be joining us at #DTTTCampus alongside a panel of other DMOs to talk about working with influencers, the story behind the ‘Storybase’ campaign and the kind of results they’ve seen since this campaign began.#influencer experiences #storybase #influencer marketing #influencer