Online Channel-Flippers Barely Stop For Video

One of the many problems that all video sites share: Getting fast-twitch viewers to stick around long enough so that they can see some ads. YouTube (GOOG), for instance, has the overwhelming lead in terms of number of views and total minutes of video served per month. But it can’t get its users to watch any particular video for very long. Which makes it hard to play around with any other ad format than “pre-rolls”.

The sites that do hang on to viewers longest are the ones with a critical mass of long-form video — i.e., TV shows. But even those sites don’t get them for long: CBS kept viewers for longer than most sites in July, according to Nielsen Online’s Video Census data. But that just meant they stuck around for 6.2 minutes per video.

  • CBS Network: 6.2 minutes
  • ABC: 5.9 minutes
  • Hulu: 5.3 minutes
  • NBC: 3.4 minutes
  • Disney Online: 2.5 minutes
  • Dailymotion: 2.3 minutes
  • ESPN: 2 minutes
  • Fox Interactive: 1.7 minutes
  • YouTube: 1.7 minutes

See Also:
Hulu Beating CNN, Turner, Still A Fraction Of YouTube
Sorry, Investors: The Online Video Pie Just Shrank By 65%
Hulu: A Consumer Success, But Still A Small Business

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