Analysis for 'Social Media'
Tuesday, August 21, 2018, 3:03 PM ET|
New research from The Diffusion Group highlights that usage and awareness of Facebook Watch is minimal, a year following its launch. TDG found that 50% of users haven’t heard of Watch and another 24% have heard of it but have never used it. Just 6% of Facebook users use Watch daily, with another 8% using it weekly.
The low usage and awareness are striking given that the Watch icon sits prominently at the bottom of the Facebook app, right alongside News Feed, friend requests and notifications. It also demonstrates how significantly different Watch is from the way Facebook users typically experience the service, via the News Feed and how difficult it’s proving for Facebook to migrate its users from News Feed.
Categories: Social Media
Thursday, January 18, 2018, 11:13 AM ET|
Earlier this week I wrote about how Facebook’s New Feed algorithm change is going to reduce video consumption, but now new research from Wochit reveals that publishers’ video views were already declining in the second half of 2017. This could reflect that algorithm tweaks were already underway prior to the announcement last week.
According to Wochit’s 2017 Social Performance Index Report, which analyzes 33,000 different videos created by nearly 300 publishers which appeared on over 500 Facebook pages in 2017, views per publisher video declined by 8% in Q3 ’17 and by 15% in Q4 ’17. These declines reversed the growth in views that occurred in the first half of the year.
Categories: Social Media
Tuesday, November 15, 2016, 11:08 AM ET|
Here’s an eye-opening data point: according to new research from Brightcove, 46% of respondents said they made a purchase as a result of watching a branded video on social media (with 53% of U.S. respondents doing so). And another 32% of respondents said they considered doing so. The data shows the increasing importance of social media as an influential platform for marketers and the power of branded videos - as opposed to conventional 15 or 30-second ads - as a key purchase motivator.
With marketers increasingly concerned about ROI on their spending and consequently shifting dollars into digital media, the research only magnifies the challenge TV networks face in retaining advertisers’ allegiance.
Tuesday, July 12, 2016, 1:15 PM ET|
Facebook is pouring lots of resources into video and according to a new report published by ad tech provider Mixpo this morning, the strategy appears to be bearing fruit. In its “State of Digital Advertising for Publishers” report, based on a survey and interviews with 263 digital publishing and advertising executives, Mixpo found that 50.2% of respondents had run video campaigns on Facebook, compared to 31.1% on YouTube. Twitter followed with 17%, then Instagram with 13.2% and all other social platforms were in single digits.
Wednesday, May 21, 2014, 6:29 PM ET|
Unruly has released new data from its Social Diffusion Curve, showing that, for the top 4,000 videos, 42% of total social sharing now occurs within 3 days of their launch, up from 25% a year ago. Social shares on the day following launch increased from 10% to 18% of total shares and within the first week increased from 37% to 65% of total.
Unruly noted that the acceleration of upfront sharing reinforces how important immediate post-launch activity is becoming to a branded video's overall online reach and impact.
Categories: Social Media
Tuesday, December 10, 2013, 12:26 PM ET|
There is no doubt the TV industry is changing dramatically, largely due to the rise of online and mobile video viewing. But is it "dying," "imploding" or being "nuked" as some recent tech media headlines assert? No, not yet anyway. As a close observer of all things video, it's just mind-boggling sometimes to see how data is conflated to support distorted conclusions. If your company's product strategy were guided by today's headlines alone, you'd be on a course to disaster.
To help set things straight, Piksel's Alan Wolk has put together a really good slide deck with data debunking 7 of the bigger myths floating around these days (1) cord-cutting is a mass movement, (2) kids ignore mainstream TV, (3) your pay-TV provider is the one forcing you to pay for 800 channels, (4) cutting the cord lets you stick it to the cable company, (5) second screen is all about social TV, (6) TV viewing has decreased and (7) in the future we'll be able to watch TV wherever, whenever and however we want.
Monday, June 17, 2013, 10:26 AM ET|
Periodically someone asks me how I think of the relative level of social networking use vs. video consumption. Of course they have both have been huge trends over the past 5 years, and they are very complimentary to each other. But, at least when it comes to mobile devices (smartphones and tablets) social dominates video in terms of time spent according to Nielsen's Q1 Cross-Platform Report, released late last week.
Looking at app-only usage on smartphones, social networking notched 9 hours, 6 minutes per person per month, nearly 8x as much as the 1 hour, 15 minutes of video viewed per person per month. For iPads, the range is tighter, with app-only social networking racking up 3 hours, 41 minutes per person per month, just over twice as much as the 1 hour, 48 minutes of video viewed per person per month. This makes sense to me because the iPad is more of a "personal TV" and therefore prone to longer-form viewing.
VideoNuze-TDG Report Podcast #149 - zeebox Comes to the U.S.; Connected TVs Now Top Screen for StreamingFriday, September 28, 2012, 7:19 AM ET|
Colin Dixon, senior partner at The Diffusion Group and I are back for the 149th edition of the VideoNuze-TDG Report podcast. This week Colin kicks things off discussing zeebox's entry into the U.S. market, plus its new partnerships with Comcast, NBCU and HBO. Colin has used zeebox in the U.K. (where it has over 1.5 million users) and has been very impressed. zeebox falls into the general category of "second screen apps" but Colin notes its current focus on live TV was likely the hook for its new partners. With a sizable segment of viewers having shifted their viewing to on-demand, an app that helps drive some back to live would have lots of positives for TV networks.
We then shift to discuss new research released by NPD Group this week that 45% of consumers reported the TV as the main screen for viewing online video, up from 33% a year ago. Those identifying the PC as the main screen dropped from 48% to 31%. As I explain, this is noteworthy because it shows how online video is in fact moving to the living room, becoming a more mainstream behavior. As online video finds itself on more of an even footing with traditional TV, it raises the stakes for cord-cutting and shaving, along with shifting ad dollars from TV to online video.
Listen in to learn more!
Click here to listen to the podcast (20 minutes, 31 seconds)
Video Research Around the Web
- Nielsen: 16M U.S. homes now get TV over-the-air, a 48% increase over past 8 years TechCrunch
- Roku Soars After Reporting 68% Jump in Streaming Hours The Street
- Almost 500 Scripted Shows Aired in 2018, But We Still Haven’t Hit Peak TV Vulture
- Apple TV grows in popularity and passes more affordable Google & Roku options, data shows 9to5 Mac
- Amazon Touts ‘Thursday Night Football’ Total Viewers Up 22% to 14.7 Million in First Seven Weeks Variety
- GroupM’s State of Video Lays Out New Battleground For Attention AdExchanger
- Majority of Americans Think Cable TV Has Become "Unaffordable" The Hollywood Reporter
- Shorter TV Ads Command More Viewer Attention Mediapost