The Long Tail of Video
Wednesday, June 16, 2010 at 9:45AM 
In "The Long Tail," Chris Anderson outlined the untapped audiences that exist beyond mass media targeting. Waves of consumers who participate in niche media and markets, in aggregate, can be greater in size and more valuable than the traditional "mass media" audience.
The same holds true for video as well. When people think of online video, two sites come to mind: YouTube and Hulu. Indeed, both of those sites have a huge number of videos viewed per user (96 videos/viewer and 26.7 videos/viewer, respectively). However, a comScore study shows that more than half of the online video minutes viewed are being viewed on video sites ranked #26 and higher. The long tail of video site is garnering more than half the total online video viewing.
The important takeaway is that your online video strategy shouldn't begin and end with YouTube. As my colleague Paul Dyer points out, YouTube should be only one part of your video marketing mix. You need to be wherever people go to view video, and that isn't always YouTube.
Reader Comments (1)
Very interesting and revealing. Tubemogul.com is a great tool to distribute your videos to all video sharing destinations you choose with only one upload.