Video aggregation services like Vevo continue to attract the most eyeballs, but fans are more engaged with videos posted to individual artists’ Web sites. That’s the conclusion reached in a study conducted by online video tech firm Brightcove and analytics firm TubeMogul.
For the month of January, the two companies found that Vevo had 226 million video streams, compared to 25 million streams on artists and label Web sites. However fans watched the videos from artist and label Web sites 10% longer than they did on Vevo or other aggregation services. In fact, 29% of the videos streamed on artist and label sites are watched in their entirety, compared to only 12% from aggregation services.
This is an interesting stat that helps show the different approaches to online video that Universal Music Group and Warner Music Group are taking. WMG has decided, for now, not to license content to Vevo. The company, instead, drives fans to artists sites through custom-branded channels on YouTube.
Another interesting finding is how social media services affect viewing. According to the study, fans linking to online videos via Twitter watch an average of 2:30 minutes, compared to 1:30 minutes on average watched by those finding the same videos via a search engine. Yet 76% of streams on artist or labels sites come as a result of online search, such as Google.
The upshot here seems to be that aggregation sites and online search is the best way to raise awareness of the existence of online music videos, but direct connection with fans through Twitter and other strategies will lead to more engagement per fan.
Brightcove powers the online video technology for all the four major record labels. The company also found that most music video streams take place in the U.S. (40%), with Japan coming in at a distant second (10%), followed by the UK (9%) and Germany (3%).