Online Video Market Share: Veoh Sneaks Past CBS & March Madness
Written by Alex Patriquin (contact - e-mail) -- April 29th, 2008 |
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The song remains the same at the top of the Video rankings in March: YouTube continues to outpace the market, growing 7.8% while the video viewing sessions across the web grew only 2.3%.
Meanwhile Veoh narrowly maintained its spot in the Top 10, with phenomenal 23.8% monthly growth, edging out CBS Interactive by a very thin margin. The CBS Interactive division includes Sportsline.com, which scored a 154% gain as the prime spot for watching live streaming March Madness games.
Meanwhile Joost, which is backed by CBS, presented the games as a live streaming “experiment.” While Joost works via client, the March Madness offering did not bring much in the way of new visitors to the site to download the player.
Advertisers placed $545 million on TV for the 2008 NCAA Tournament, according to TNS, but just a tiny fraction of that followed online. With 8.5 million consumers watching next-day tournament highlights and interacting with NCAA Basketball content on the web, there was a huge opportunity to reach March Madness fans and perhaps to do it with more efficient media buys.
We used Compete’s BehaviorMatch, which can be customized for any demographic or behavioral segment, to call out the top video sites for March Madness fans.
While Sportsline came out on top in terms of Composition, predictably, some unexpected sports video sites like Runners World and The Golf Channel also scored high. Meanwhile, the largest sites like YouTube and MySpace aggregated the most eyeballs but had the worst Composition scores.
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