Get bi-weekly articles and news about video on the web delivered to your email inbox.

The High Cost of Free Video

Share on FacebookShare on Google+Tweet about this on TwitterShare on LinkedIn

 

This entry comes in part from Brightcove, an enterprise level video hosting and publishing platform.

Video hosting and publishing platform Brightcove recently partnered with a third party research firm to conduct a survey of more than 1,200 consumers who watch online video at least twice a month to understand their expectations of video experiences. Here is a summary of their results:

  • 75 percent of consumers report experiencing some buffering and freezing when trying to access video content on YouTube.
  • 33 percent of online video viewers who watch content via YouTube report that they encounter buffering that interrupts at least half of the videos they consume.
  • One third of consumers who experience buffering issues report that they will abandon the video rather than wait for it to resume.
  • When consumers are confronted with poor-quality video, they are 62 percent more likely to have a negative perception of the brand that published the video.
  • Also, 23 percent of consumers who have been presented with a poor-quality video experience would hesitate to purchase from the brand.

There are additional hazards to using YouTube as well.

  • In-video display ads are distracting and drive hard-earned traffic away from your site.
  • The YouTube logo also drives traffic away from your site to YouTube pages with other videos (often competitive).
  • YouTube routinely and without warning drops videos for some violation of YouTube policies

 

None of this is to dismiss YouTube entirely. In fact, YouTube is a must for all brands. YouTube certainly builds brand awareness in general and can also drive traffic directly to a web site where some positive action may be taken.

However, once traffic is on the site, the video experience should migrate from YouTube to a private video hosting platform which will almost always perform better on a variety of levels. And the risk of losing that traffic through a YouTube in-video display ad or an impulsive click on their always present logo will be eliminated.

Cheers.

Wes

 

Join more than 100,000 businesses and organizations worldwide using iPlayerHD.

START 14-DAY FREE TRIAL

No obligations, no credit card required.