I just discovered a report published late last year on video trends observed in the 3rd quarter 2011 (ending Sept. 30). It seems we watch 30% more video when on an iPad (versus desktop). Ooyala, a service provider to media companies, tracks a mess of activity and provides some nice signals in this report (see PDF). The company defines “conversion” as the percent of videos viewed against those displayed. I’d estimate these to be rather small (low single digits) on YouTube. But the publisher sites seem to be doing much better, with 40% to 60%. Game players take the lead with 60% which is remarkable, but probably a function of fewer content choices.
I really like this visual of the complete rate by form factor. It confirms what we’ve been saying about our tolerance for longer form when on devices beyond desktop.
Do you want YouTube and amateur videos from the comfort of your living room or bed?
I’m the only person I know that uses AppleTV to surf YouTube, but the YouTube blog announced a series of distribution partners. I usually think of YouTube as a company that has been fairly slow to introduce new technologies, but it has been building out a network beyond the website.
Eventually YouTube needs to serve ads via these distribution platforms and share the revenue. That will spawn increased demand, even if the ads command a smaller CPM. It’s an easy way to offer subscriber value and it’s good for creators and advertisers if it helps amateur content reach new audiences.
I’m puzzled as to why YouTube video viewing hasn’t been default incorporated into Roku — the device that allows you to stream your Netflix videos to your television set for $99 and no monthly fee. I love the idea of surfing an endless pool of video without a nagging monthly fee or per-video charge. Candidly, I’d be far more willing to pay a “per view” charge than another monthly one. Who needs another damned cable bill for 100s of stations we never watch?
Right now, a television/cable provider wouldn’t likely offer YouTube without sensing demand from its subscribers. It’s not yet a revenue source for them, although it will be eventually. Currently a video distributor can access zillions of YouTube videos and advertise around the API (but not within it). According to the YouTube API terms of service: “the sale of advertising, sponsorships, or promotions targeted to, within, or on the API Client or YouTube video content.”
Here’s my Chumby‘s path so far. He can hardly wait to meet me. I hope he’s not to cold in Anchorage. You can track him too. And Sukatra is lying below about the credit card problem, although that did happen with the Mac Book Pro I tried to buy last week. This was my consolation prize.
ANCHORAGE, AK, US 06/06/2008 1:41 P.M. ARRIVAL SCAN
CHEK LAP KOK, HK 06/06/2008 8:05 P.M. DEPARTURE SCAN
06/06/2008 2:20 P.M. HUB SCAN
06/06/2008 2:19 P.M. HUB SCAN
SHENZHEN, CN 06/06/2008 10:02 A.M. ORIGIN SCAN
CN 06/06/2008 9:57 P.M. BILLING INFORMATION RECEIVED
I’m going to see if I can stream audio of Mother Angelika, Walden Pond and Wayne Dyer over it. They’ve been teaching me about being present, and not worrying about possessions, constantly “doing” stuff, and the perceptions of others. There’s a simplicity that comes with not caring about material things, and I’m going to learn all about it on my, Chumby. Oh, wait.