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.
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