Twitter users are way more engaged with music videos than average web surfers, new stats from Brightcove show. A user that stumbles across a music video via Twitter watches two and a half minutes of the clip, on average, before clicking away. One who finds music videos through search engines, meanwhile, tunes out after a minute and a half.
Still, search engines are the No. 1 driver of traffic for music videos. Seventy-six percent of all music videos hosted on artist and label sites is discovered via Google alone, according to Brightcove. The company also told us that 40 percent of all such views are generated by U.S. viewers, followed by 10 percent for Japan, 9 percent for the UK and 3 percent for Germany.
How does Brightcove know all this? Simple: It has deals with all four major labels to serve up videos on artist and label web sites and as such, powers what it claims is hundreds of them. Brightcove teamed up with Tubemogul last December to add analytics to its platform, and the company is now planing to leverage Tubemogul’s data for quarterly reports on various aspects of this industry. The first report will focus on music and is scheduled to be released on Monday.
Music is an area in which Brightcove is squarely competing with Google. YouTube is powering the major label-backed music video platform VEVO, which clocked 226 million video views in January, according to comScore.
Brightcove’s own platform only served 25 million music video views during that month, but it believes that those views matter more. Twenty-nine percent of all visitors of artist or label sites watch music videos all the way to the end, whereas video-sharing sites only see a twelve percent completion rate for music video content, according to Brightcove.
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