Long tail in online video site

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This year, 08 is a spring festival for online video. EMarketer predicts that more than half of Americans now have watched or used online video. The figure is expected to reach 80% of the total U.S. population by next year. But overall, online video is still a novelty. The sites that viewers browse and the websites they visit are now evolving.

According to Nielsen's survey data, from last January to November, many large video sites found that their own users are undergoing significant changes.

David Hallerman, senior analyst at emarketer, believes the top online video sites are still changing themselves in search of development.

"Online video is still just a start in terms of developing technology, the technology for selecting video and reporting effects from a variety of media is still in the experimental stage," Hallerman said, "Even if the video site is a year's development time, it is only in the initial stage, it is expected that online video maturity will be 10. ”

For television media, it is now possible to put some TV content on more sites by improving it. This improvement will allow some more professional TV programs to be directed to consumers directly via online video.

According to research conducted by IBM and Zoomerang market research firm last April, an important reason for online video users to use YouTube and some portals as a source of their video browsing is that YouTube and these sites have turned those TV shows into online videos by acquiring copyright. Become an online video program. As a result, the network's ability to "monitor" the sharing of video IP is getting stronger. So that these personal data as a bargaining chip. This is not just a way for a station like YouTube, but other small stations are doing the same.

Hallerman also pointed out that the current situation is for online video providers have been differentiated between the long tail and the short end of the competition. The short tail is YouTube and the big portals, and the long tail is a small, not-so-famous video site. Gathering access to those long tail video sites will create a new potential market. Where video providers can make relatively low-cost videos from smaller websites.

"Those long tail video sites not only have a few portal sites, but also include cafe,break.com and Veoh video-sharing sites. "he added.

Video sharing site in the domestic development has reached a peak, according to Iris Statistics, 2006 China's network video advertising revenue of 170 million yuan, is expected to increase to 950 million yuan in 2008, accounting for 7% of the total network advertising revenue, and to 2010 years, the growth rate will gradually enter a smooth phase. Over the past 07 years, video-sharing sites have surged from more than 20 to more than 200. Video sites such as potatoes and 56.com are now starting to plan their listings and acquisitions in early 08. As a result of the overall development of video web site has been a lot of people in the industry, it can not only with some such as vogate macro-media advertising such a new advertising model can also adapt to the original search engine advertising model, and recently Youku has teamed up with MySpace to make video site development prospects more optimistic.