Attractive Demographics at Second Tier Video Sites

Attractive Demographics at Second Tier Video Sites

 

source: Media Post

 

comScore recently released a study from its comScore Video Metrix service of U.S. video streaming activity of up-and-coming video-sharing sites.  The study examined six video-sharing sites that did not make the top 10 U.S. video properties for the month, but reveals that French site Dailymotion.com had a particularly strong position in the U.S. video-sharing market in April 2007.

Erin Hunter, comScore's executive vice president of media and entertainment solutions, points out that "There's been a great deal of speculation in the marketplace about which site is the next YouTube, and each of these next-tier sites has a particular draw... Dailymotion.com is stating the strongest case at the moment, both domestically and internationally."

Dailymotion.com drew more than 4.7 million video streamers in April.  The average video streamer at Dailymotion.com viewed more than 10 videos and nearly one hour of video content in the month.  Metacafe.com also generated substantial activity, followed by Break.com. Finally, Veoh.com, attracted the smallest video-viewing audience of the group, but had the highest level of user engagement with more than 104 minutes per streamer, benefiting from the many full-length videos hosted on the site.

Selected Video-Sharing Sites (Total U.S. - Home/Work/University Locations April 2007)
Property	Unique Video Streamers (000)	Video Streams Initiated (000)	Minutes Per Streamer
Dailymotion.com	4,729	49,335	59.7
Metacafe.com	3,738	33,183	15.1
Break.com	3,138	32,164	16.8
Heavy Networks	2,619	5,964	3.2
Revver.com	2,607	8,719	5.4
Veoh.com	1,847	14,554	104.2
Source: comScore Video Metrix

 The demographic composition of video streamers at these sites, revealed some interesting differences in the age of the audience each site attracts.  The coveted 18-34 age segment represented 41 percent of Break.com's audience, followed by Dailymotion.com and Veoh.com (37 percent).  Heavy Networks drew the largest share of its video streamers from those younger than 18 years of age, while Revver.com and Metacafe.com drew the largest share among people age 35-44.

Demographic Profile of Selected Video-Sharing Sites Total U.S. - Home/Work/University Locations April 2007
	Percent Composition of Site's Unique Video Streamers By Age Segment
	2-17	18-24	25-34	35-44	45-54	55+
Dailymotion.com	17%	21%	16%	20%	17%	8%
Metacafe.com	15%	16%	19%	24%	17%	9%
Break.com	12%	21%	20%	21%	17%	10%
Heavy Networks	18%	15%	21%	21%	17%	8%
Revver.com	13%	11%	19%	24%	18%	16%
Veoh.com	18%	21%	16%	21%	17%	7%
Source: comScore Video Metrix

Ms. Hunter added "The challenge for these video-sharing sites, which rely quite a bit on user-generated content, is monetizing content over which advertisers have little control.  That these sites generate such a large share of activity from younger visitors, however, is probably very compelling to advertisers."

For more information about comScore Video Metrix and this report, please visit here.