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BREAKING NEWS & VIEWS

Magazine Video Streams Up 90% in 2010
Monday, May 10, 2010
Steve Smith

We knew that the magazine industry generally was ramping up its video production last year, but the latest numbers from major technology provider Brightcove showed surprising growth. Among its magazine publisher clients, Brightcove streamed 190 million videos in the first quarter of 2010, up 90% from the 99 million video streams during the same period last year. While Brightcove’s numbers do not represent the full universe of magazines on the Web, it is a major provider of services to Meredith, Conde Nast, Bonnier, Wenner Media, Time Inc., and Rodale. This is the eighth consecutive quarter of video stream growth for the segment.

Magazines, along with newspapers, are among the content categories that are making the most use of video in relation to the rest of their content. In terms of “player loads” or the number of times a video player’s assets are loaded onto a page in order to make them playable, magazines had 1.2 billion player loads in Q1, up 70% from same quarter last year. The number of discrete video assets loaded into the Brightcove system from magazine publishers was up 60%, from 27,224 in Q1 2009 to 43,554 in 2010.

The majority of video streams (51.75%) are discovered from direct traffic, with 38.92% coming from Google searches. Only 5.58% of traffic comes from Yahoo, 2.29% from Bing and 0.40% from Facebook.

For magazines, 60.39% of their video traffic is from the U.S., with 6.99% from Canada and 5.84% from the U.K.

In a survey of 100 media owners, Brightcove and TubeMogul, which partnered on the research, found a wide range of ad models being used to monetize video. For 63%, in-stream ads (usually pre-rolls) were the dominant form, but 36% used overlays, 33% had sponsorships, 33% used companion ads and 32% used branded player skins. This diversity in models suggests publishers are willing to try everything and anything to make their investment in the platform pay. Despite the explosion in available inventory and advertisers’ claimed interest in the platform, only 18% considered their ad platforms profitable and another 10% said they break even.

If you have breaking news to share please contact Steve Smith at ssmith@accessintel.com

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