Online video industry, can't afford to hurt data and rankings

"TechWeb report" Tencent video October 24 held a conference announced that the industry's first trend has been established. This remark, about the uproar, Youku potatoes, Sohu Video, Archie Art, such as a wave of peers are not dry, you are the first, then I am what?

As a Third-party data research organization, Eric is the favorite source of data for video sites. Eric for the keyword news search, the results are many. Recent news include: "Eric Video site October rankings: Youku Sohu video Potato habitat in the first three" "Eric: Cool potato lead users cover pplive sit two," "Eric: Sohu Video benefit of the U.S. drama marketing daily coverage of the 2nd industry, and so on.

The funny thing right here, it's a data source, referenced by different companies, can come to different conclusions. Because everyone chooses their own favorable data to interpret, at this point, no one home is not alone, today Tencent video by Youku query, another day Youku will be challenged by Tencent video, so the peers are also big can not be installed lofty.

Tencent video gives the data based on a few:

Monthly coverage of users. August 2012, the monthly coverage of users 262 million, the second in the Youku Habitat II;

Week to overwrite the user. 2012 Week 37th and 38th Week (September October-September 23rd), 122.9 million and 120 million, two consecutive weeks over Youku first;

Traffic growth. From April 2011 to present 17 months, flow from 87.758 million people to 262.363 million people, the growth rate of 3 times times, for all video site growth speed first.

Professional video penetration rate. Professional video (news information, sports, comprehensive Arts entertainment, finance, etc.) in several major areas of penetration ranked first in the industry.

The top three data came from Eric Iusertracker, the last special research report from Millward Brown.

According to one analyst, Eric Iusertracker is a data product of Iris's behavior monitoring, with an analysis of about 25 indicators, such as the number of visits, the length of user browsing, page views, and the number of users covered. In addition, the online video industry also has video playback volume, video advertising revenue and other indicators.

These large types of indicators under the different dimensions are divided into a number of detailed indicators, for example, according to the time, the number of visits, including daily average number of visits, weekly visits, monthly visits and so on, according to the total number and per capita points, the user browsing time, including the length of a single day browsing, the total length of the day, etc., by product points, For example, daily coverage of users can be divided into web site daily coverage of users, software daily coverage of users. In addition, these partitioning dimensions intersect each other, which produces more than 100 data indicators.

This data report is paid for, so we don't see what all the data looks like, but what we can guess is that under such a complex data system, finding the right data at the right time is probably not a difficult task.

The data from the online video company, which is publicly quoted, can be a glimpse of each family's "preferences", citing several items.

Youku: Daily coverage for users, month browsing hours

Potatoes: Weekly visits, per capita weekly browsing hours

Sohu Video: Site daily coverage of users, the total number of monthly page views

Archie Art: Weekly browsing hours, per capita daily browsing time

Tencent Video: Weekly coverage users, monthly coverage users

PPLive: Comprehensive daily coverage of users, daily average traffic

Music video Network (300104, share bar): Week browsing hours, week coverage users

The problem with Tencent's video data being questioned by peers is that the number of users it uses includes the number of users covered by the Web site and the number of users covered by the client. Cao, dean of the Research Institute, explained at the Tencent video conference that the combination of Web sites and clients could be more responsive to the overall capabilities of online video companies, which, of course, would be heavier.

Tencent video client from the original qqlive upgrade (Tencent video of the original domain name is also qqlive domain name live.qq.com, later changed to v.qq.com), do not doubt Tencent's client capabilities, which is youku, potatoes and other video sites can only be the same place.

So what is the most important indicator, the most reasonable data, I am afraid it is the benevolent. For ordinary users, tube you first second, or third four, which has I want to see the content, or which home buffer faster, less advertising, I will look at. Is the bitter advertisers, before the time to vote TV commercials, which home ratings high, now good, all say that they are the first, believe it or not. (Zhangrui)