The Fragmentation of YouTube Viewers

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The law of diminishing returns…

A year ago, front-page placement [on YouTube] as a “featured video” was worth about 105,000 views. Today, the average “featured” video — which is selected by YouTube staff and is not a media buy — gets 54,000 views, a 48.2% decrease, according to video analytics firm TubeMogul.

Source: “Why Free-Ride YouTube Is Finally Winning Ad Dollars,” Advertising Age, April 13, 2009

The number of overall views and viewers continues to climb – this is not the death knoll for the website. But if you are considering just posting to YouTube, not driving traffic there via dedicated means and still expecting “the magic” to happen, you might wish to reconsider.

It’s like cable, but with way more badly lit video.

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About angelgibson

I am a former big ad agency brand planner, running footloose and fancy-free through the streets of New York City. I read all those huge research reports that explain how and why consumers love or are indifferent to particular brands, the types of messaging that make them break out in night sweats, and the ONE thing you are not doing that your customers really wish you would. I read a lot of other stuff too. I write custom reports, design proprietary research, basically help my smart and fabulous clients become even more so.

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