CBS stays strong in September
Compared to last year, an election year, this September was quite slow. That didn’t stop cbs.com from making it to the list of fast movers once again. Although they didn’t have election coverage to drive traffic, they still managed to have the highest month-over-month (MoM) increase of all the top 50 sites. Seeing a 50% MoM increase and bringing their amount of unique visitors (UVs) to roughly 28 million, they have solidified their place as a top source of entertainment and news. Although it is unclear why exactly they have seen such growth, their emphasis on online video streaming could be a primary driver – supported by the fact that the bulk of their search referrals are names of their tv shows and their 41% MoM growth in direct visits.
New iPhones, new traffic
Apparently having the most drastic redesign of their iOS yet and releasing two new iPhones brings a massive increase in traffic and lands you near the top of the list for the fastest moving sites in the top 50. Who would have guessed? Assuming most people are not surprised by this, I will move onto a fact that you may find surprising: Relatively speaking, the increase in traffic is fairly negligible. During September of 2012, Apple.com saw roughly 38 million UVs. That only gives the site a 4% year-over-year (YoY) growth. Considering the amount of coverage and hype the release of the new iPhones and revamped operating system received, a 4% YoY growth seems dismal. For Apple, September marks the beginning of a series of traffic increases related to the new iPhone release and the holiday season—we’ll see in the coming months if they can outperform the previous years with the additional releases.
Crackle continues to impress, gets closer to closing the gap on Netflix
This has to be one of the most interesting fast movers in the top 50. Quietly creeping up in leaps and bounds, Crackle is now a serious contender to catch up to the market leader, Netflix. Backed by Sony and one of the few original video streaming sites left standing since the massive popularity of Hulu and Netflix, they have seemingly come out of nowhere and have gained some serious nods from industry pundits. Seeing an increase of over 18 million UVs in the past 4 months, they have quickly risen in the ranks of internet giants. Although it is unclear why exactly they have seen a fairly consistent increase of more than 4 million UVs per month over the past few months, their traffic from Yahoo! certainly isn’t hurting. Yahoo! alone contributed almost 10 million UVs during the month of September. As for yearly growth, Crackle takes the number one spot among the top 50 with a YoY increase of 1038%.
MySpace slows down, stabilizes for first time since relaunch
If you have been following our blog for the past few months, you should be aware of the massive increases in traffic that MySpace has seen since their redesign back in June. Despite the fact they are showing signs of leveling off with a relatively small 0.35% MoM increase in UVs, they are still close to the top of the list when it comes to YoY growth among the top 50 sites. Registering a 131% YoY increase, they come third only to the aforementioned Crackle and CBS. Unfortunately, they saw another decrease in average stay and pages per visit, two of our primary engagement metrics. That fact, coupled with the MoM decrease in search and direct traffic indicates that although they are maintaining the quantity of UVs, they may be losing the interest of their newly earned audience. One piece of disputing evidence is their visits per person which saw a slight uptick to 1.87—the highest it has been since January of 2012.
The list of top 50 sites is pulled from Compete PRO and is based on the Internet behavior of more than 2 million Americans.
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As a senior at Northeastern University, Zach Eberhart is thrilled to join the Compete team as the new Social Media / Marketing Co-op. Majoring in marketing and management information systems, Zach loves everything marketing and technology and has experience in both the agency and startup world. If you like what you read, you can connect with him on Google+ or LinkedIn.