Vevo Racked Up 748 Million Views in September
— Music video network Vevo again ranks at #2 on comScore’s list of top U.S. online video properties according to number of unique viewers. The company racked up 57.3 million unique visitors and 748.2 million videos in the September. It has ranked #2 since it leapt over AOL, Yahoo! and Microsoft in April.
The music video network has grown considerably in the past year. In September 2010, Vevo had 43.7 million unique visitors and 208 million video views. That works out to a 31-percent growth in unique visitors and a 260-percent growth in viewing sessions.
Growth in viewers has softened, but Vevo has gotten more video views out of people. Vevo had 55.1 million unique viewers and 309 million views in April and 62 million unique viewers in July (the 57.3 million unique viewers achieved in September falls in between those two numbers). But views have increased from 309 million in April to 502 million in July and 748.2 million last month.
One metric that has dropped since last year is minutes per viewer, which fell to 60.2 million in September 2011 from 73.3 minutes a year earlier. But Vevo’s growth in unique visitors means total viewing minutes increased 7.7 percent.
Led by YouTube, Google sites had 161.4 million unique viewers, 18.6 billion videos and 378 minutes per viewer. Vevo is a partner channel at YouTube. Company executives have said Vevo gets about 90 percent of its views at YouTube. (Press release)
Companies Boosting Social-Media Efforts
— Ninety-four percent of companies planning to put either somewhat more or substantially more resources into social media, according to a Booz & Company/Buddy Media survey of 100 leading companies (60 percent have annual revenues exceeding $1 billion). Only 5 percent companies surveyed will hold social media investment steady, and none said they plan to put fewer resources behind social media.
The main social investment being made is hiring full-time employees to dedicate toward social media. Sixty-three percent of companies surveyed already have a community manager to oversee social media projects and 59 percent plan to hire one. Companies are not as well staffed for content creation – 72 percent plan on hiring creative talent. Other common forms of investment are adding services by partners, creating more content and making more media buys.
The survey shows the important role social media already plans in today’s corporations. Thirty-five percent of respondents say their company currently has a senior executive in charge of social media for the entire company. Thirty-eight percent say social media is on the company CEO’s agenda.
Social media is not used to achieve hard goals like ROI. Instead, social media is the domain of softer goals and fuzzy metrics. Eighty-eight percent already use social media for public relations and 75% use it for customer service while just 48 percent use social for sales. The companies like social for its ability to build brands, generate buzz and get consumer insights. But only 46 percent use it to generate sales leads and just 38% create sales transactions through social.
The top social platform for these corporations are no surprise. Facebook ranks in the top 3 platforms for 94 percent of the companies. Twitter is a priority for 77 percent and YouTube for 42 percent. MySpace is a top-three priority for only 2 of the 100 companies surveyed. ( Scribd, via IP Carrier)
Is a Lot More Vinyl Being Sold Than We Thought?
— Ever wonder how much of the vinyl sold in the U.S. has a bar code and is actually counted by Nielsen SoundScan? Vince Slusarz, CEO of vinyl manufacturer Gotta Groove Records in Cleveland, has an estimate. “SoundScan only gets about 15 percent,” he told the New York Times. “The majority of the stuff we press, it doesn’t even have a bar code.” ( New York Times)
Dog Days for Netflix
— The subscription business is tough. Netflix lost 3.3 percent of its subscribers last quarter, a reflection of the company’s botched attempt to separate its DVD and digital streaming businesses. That’s a pretty small loss. Apparently, investors had already priced in their assumptions about subscriber losses and what it would mean for earnings growth.
It’s been a tough year for the leading subscription service. Investors had already chastised the company by sending company’s stock down 57 percent in the last three months. (Or, put another way, investors woke up to reality and realized the stock was overpriced and the company could not maintain its growth rate when it has to license nearly all of its video content.) Even with recent hardships, Netflix has grown mightily and still enjoys a market-leader position. Its total subscribers were still up 41.6 percent over the same period last year. Revenues in the quarter were $821.8 million, up from $553 million in the prior-year period and $423 million in the same period in 2009. Net income rose to $62.4 million from $38 million in the prior-year period and $30.1 million in the third quarter of 2009.
On a side note, CEO Reed Hastings’ “Mea Culpa Tour 2011” continued with a short interview in the most recent New York Times’ Sunday Magazine. Hastings blamed the failure on “missed execution details” and “underestimating the depth of emotional attachment to Netflix.” And as he had frequently done lately, he tried to put content partners at ease by pointing out how Netflix is not in competition with them. “We’re not trying to put HBO out of business,” he said. “I’m an HBO subscriber, and I watch a bunch of great shows on HBO. We did compete with HBO for ‘House of Cards’ (a Netflix original series). We do compete for viewers’ time, for dollars and content, but they’re larger and certainly the incumbent.” (Press release)