Reports published jointly by Brightcove and TubeMogul Show

According to foreign media reports, the network video hosting platform Brightcove and TubeMogul published a joint report shows that the current United States region Xu multimedia sites have provided video services, of which the largest number of video viewing is broadcast company's website and the network media, followed by the magazine website and the record company website. Newspaper websites are lagging behind in terms of overall video viewing volume and growth.

Traffic sources, more than half of the traffic (51.75%) directly from the main media site, Google search followed by the contribution of 38.92% of traffic. Yahoo and Bing Search contributed 5.58% and 2.29% of traffic respectively. The 0.4% traffic that Facebook brings seems trivial. Twitter brings less traffic, but Twitter is more sticky than other sources of traffic. On average, users who come to media sites via Twitter spend more time watching the video.

In the first quarter of 2010, a total of 380 million videos were played on the websites of the broadcasters surveyed, followed by internet media websites, with video playing up to 326 million times. However, the number of video broadcasts in these online media, including video and integrated entertainment and news sites, Rose 300% in the first quarter. The broadcasting Company's Web site grew only 44% per cent year-on-year. Throughout 2009, the growth rate of web-media websites was twice times that of broadcasters ' websites, with an increase of 165% and 74% respectively. At this rate, online media will see more video browsing this year than the broadcasting Company's website. However, some insiders pointed out that the report only investigated the Brightcove company's customers, it is difficult to accurately reflect the entire internet situation. But given the sheer size of the company's video service hosting platform, the report's trend is still credible.

The magazine website showed a strong performance in video services, with 190 million videos played in the first quarter of this year, up 90% per cent year-on-year. In the same time the record company's website played video 191 million times, an increase of 60%. The newspaper web site did poorly. A total of 136 million videos were played in the first quarter, up only 5% per cent. Moreover, newspaper sites are working harder than other media sites in promoting video services. In the first quarter, the major newspaper sites embedded 2 billion video players in the Web page (that is, each page is embedded in a video, but not necessarily by the user), by contrast, the number of magazine sites is 1.2 billion, web media sites and broadcasting company sites are 76 million and 67.8 million respectively.

It is clear that the newspaper web site encountered a thorny problem and failed to motivate users to watch the video it provided. Only 136 million of every 2 billion videos released by the newspaper web site were viewed by users, with a viewing rate of only 6.8%. In every 6.7 million videos provided by the Broadcasting Company's website, users watched 3.8 million of them, with a viewing rate of 56.7%. This may be because users visit newspaper sites just to get news and hot stories, and to visit television sites to watch videos. Even the magazine website, its video viewing rate reached 12.7%. Most people visit newspaper sites to get the latest news, but those who watch video on newspaper sites are more likely to see the full video than other media site users. 41% of users will see the entire video on the newspaper's web site, compared to 39%, 38% and 29% for the magazine's website, the broadcasting Company's website and the record company's website.