STATE OF 2015 - Amazon S3 · STATE OF VIDEO 2015 3B. Detailed Findings Home Pages Featuring Video...

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STATE OF VIDEO 2015

STATE OF VIDEO2015

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http://www.impactbnd.com/


https://www.crayon.co/




STATE OF VIDEO 2015


WHAT YOU SHOULD EXPECT TO FIND IN THIS REPORT:

REPORT HIGHLIGHTS FROM THE CRAYON VIDEO INDEX:

• 50+ pages of data and insights on the state of website video usage

• 45+ charts featuring exclusive data from Crayon! • Guest commentary from Chris Savage, CEO at Wistia!

• 16% of home pages feature video

• 21% of websites use an in-house video hosting solution, while 79%

use a third party for hosting

• 70% of websites using a third party hosting solution use YouTube

• Vimeo, Wistia and Brightcove are the leaders in paid vendor

video hosting

• Top 5 leading industries for video adoption: Software, Marketing,

Healthcare & Medical, Nonprofit, Education

• Bottom 5 industries for video adoption: Fashion, B2B Goods,

Aviation & Aerospace, Restaurants, Retail

• 27% of home pages featuring video contain more than one video,

and 14% use a video carousel

• 49.8% of hosted videos on home pages utilize the autoplay feature

• 52% of hosted videos on home pages are on loop

• 19% of home page videos are located in the header




STATE OF VIDEO 2015


CONTENTS1. Executive Summary & Key Findings

2. Companies In The Study & Methodology

Crayon Marketing Index #1: The Crayon 50k

Crayon Marketing Index #2: The Crayon 10k

Crayon Marketing Index #3: The Crayon 500

3. Crayon 50k Findings

Key Findings

Detailed Findings

Home Pages Featuring Video

Home Pages Featuring Video by Employee Size

Home Pages Featuring Video by Corporate Structure

Home Pages Featuring Video by Industry

In-house Video Hosting

In-house Video Hosting by Employee Size

In-house Video Hosting by Corporate Structure

In-house Video Hosting by Industry

Third Party Video Hosting Market Share

Video Hosting Market Share by Employee Size

Video Hosting Market Share by Corporate Structure

Video Hosting Market Share by Industry

Paid Vendor Video Hosting Market Share

Paid Video Hosting Market Share by Employee Size

Paid Video Hosting Market Share by Corporate Structure

Paid Video Hosting Market Share by Industry

4. Crayon 10k Findings

Key Findings

Detailed Findings


4.

8.

12.

27.

38.

47

49

50












5. Crayon 500

Key Findings

Detailed Findings











About Crayon

About IMPACT Branding & Design

The End




STATE OF VIDEO 2015

1.EXECUTIVE SUMMARY & KEY FINDINGS




STATE OF VIDEO 2015

For those home pages containing multiple videos, 14% feature a video carousel.

A few video tactical trends surfaced in analyzing the dataset, which are highlighted below:

While the majority of home pages featuring video contain just one video, 27% of marketers include more than one video on their home page.





https://www.crayon.co/dan_slagen/collections/home-pages-featuring-video-carousel/13726/


STATE OF VIDEO 2015

In analyzing video placement, the data shows that 19% of videos are placed in the header section of the home page.

Marketers are split on their decision to use autoplay, with 49.8% of home page videos set to autoplay versus 50.2% disabling the feature.






STATE OF VIDEO 2015

Similar to autoplay, the data is split specific to using the “loop” feature on videos. 52% of home page videos are set on loop, while 48% are not.

Marketing Commentary: Overall Video Trends

“The data on autoplay and loop are closely connected. A popular

trend for home pages is the use of silent, autoplaying videos - these

commonly give sites a more dynamic feel than standard images.”

Chris Savage - CEO at Wistia





http://wistia.com/

STATE OF VIDEO 2015

2.COMPANIES IN THE STUDY & METHODOLOGY




STATE OF VIDEO 2015

Crayon Index: Wide Array of Top Performing Brands Featured

Companies In The Study

The team at Crayon analyzed the web presence of 50,000 leading companies inNorth America to identify trends related the current state of video marketing. Many

notable brands were included in the study, including:

Crayon tracks three sets of companies for the majority of our marketing reports. These sets of companies are excellent for identifying trends in marketing and providing benchmarks.





STATE OF VIDEO 2015

CRAYON MARKETING INDEX #1: THE CRAYON 50K

CRAYON MARKETING INDEX #2: THE CRAYON 10K

CRAYON MARKETING INDEX #3: THE CRAYON 500

• We include only companies, non-profits, or other professional organizations. We exclude

high-traffic YouTube channels, for example, which may be in the Alexa top million.

• We remove organizations focused on adult content.

• We remove organizations that are not targeting the North American audience.

• We exclude organizations that don’t have “well formed” web presences. For instance, if

a company has a home page that simply iframes another site, we would exclude that

company from our set.

The Crayon 50,000 is made up of the 50,000 organizations with the most highly trafficked

web presences (according to Alexa) subject to the following criteria:

The Crayon 10,000 is made up of the 10,000 organizations with the most highly trafficked

web presences (according to Alexa) subject to the same criteria as mentioned above.

The Crayon 500 is made up of the 500 organizations with the most highly trafficked web

presences (according to Alexa) subject to the same criteria as mentioned above.




STATE OF VIDEO 2015

Understanding The Crayon IndicesThe average Alexa rank of the 3 Crayon Marketing indices is shown below.

• The Crayon 500 is made up of the biggest, most successful brands with massive web presences. This index helps you understand what the largest, most successful brands are doing.

• The Crayon 10k still represents higher traffic organizations with great brands, but it casts the net more widely to provide data on what a much larger set of companies are doing. For SMBs, this is a much more relevant set of benchmarks than the Crayon 500.

• The Crayon 50k extends the analysis to include a much wider range of organizations, which helps us spot trends early, before they are mainstream, and enables us to report significant cross-cuts of the data (e.g., by industry).





STATE OF VIDEO 2015

3.CRAYON 50K FINDINGS




STATE OF VIDEO 2015

3A. Key Findings

• Overall: Within the Crayon 50k, 16% of websites feature video on their home page.• Employee size: The Crayon 50k is evenly distributed across companies of all employee sizes.

Companies with 11 – 200 employees are most likely to be using video, closely followed by 201 – 1,000. The largest employee sized companies are lagging, with 5,001 – 10,000+ at the bottom of the adoption list.

• Corporate structure: The highest adoption rate of video consists of Education, followed by Nonprofit, two company types seldom at the top of tech adoption lists. With room for growth, Government Agency and Sole Proprietorship round out the bottom of the adoption list.

• Industry: While not surprising to see Software and Marketing at the top of video adoption within the Crayon 50k, it’s notable that Healthcare & Medical, Non-Profit and Education follow closely behind, rounding out the top 5 industries. At the bottom of the list, Restaurants and Retail have ample of room for growth.

• In-house video hosting: 21% of home pages featuring video are using an in-house hosting platform.• Third party video hosting: Of the companies not using an in-house solution, 70% are using

YouTube.• Paid vendor video hosting: Vimeo, Wistia and Brightcove are the leaders.

Marketing Commentary

“The fact that 16% of home pages already feature video represents

impressive growth across the past few years, but also goes to show

that the “video revolution” is still underway.”






http://wistia.com/


STATE OF VIDEO 2015

3B. Detailed FindingsHome Pages Featuring Video

With just 16% of home pages currently featuring video, it’s clear that we’re still in the infancy of website video adoption.

eMarketer’s predictions on video growth estimate that digital video viewership is soon to surpass 200 million viewers in the U.S. alone, meaning that companies will need to keep up with the insatiable demand for content.





https://www.emarketer.com/coverage/video


STATE OF VIDEO 2015



“It’s interesting to see that video usage drops once you crossthe 50 employee threshold. As organizations get larger

it an often be more and mroe difficult to quickly respond to new trends. Tis is a good reminder that marketing

innovation can come from outside the large B2C brands.” Chris Savage - CEO at Wistia





http://wistia.com/


STATE OF VIDEO 2015







STATE OF VIDEO 2015


Of all the websites in the Crayon 50k that feature video, 21% are using an in-house solution, while the majority at 79% opt to use a third party. One trend that stands out is the relatively even distribution of in-house usage by employee size. With the exception of sole proprietor, the range of adoption rates from companies sized 1 – 10,000 is 18% - 23%.

At 23%, the leaders in this category include companies sized:

The data suggests that companies of any size are capable of hosting videos in-house, however, they are in the minority amongst colleagues.

Interesting to note that while Nonprofit and Educational companies have some of the highest adoption rates across all 40 industries analyzed in this report, they’re at the bottom of the corporate structure chart for opting to use an in-house solution.

• 51 to 200• 201 to 500• 5,001 to 10,000






STATE OF VIDEO 2015








STATE OF VIDEO 2015


Since inception in 2005, YouTube has spent the last ten years focused 100% on video. During that time, they’ve achieved an impressive 70% video hosting market share of companies in the Crayon 50k. It’s important to highlight that YouTube is free to use, versus Brightcove, Wistia and Vimeo which all offer paid platforms.

YouTube’s usage base is comprehensive, however, there are a few noticeable trends. Companies that identify as Sole Proprietor or with employee sizes of 1,001 – 10,000 are most likely to be using YouTube. Those companies least likely to be using YouTube are sized 11 – 1,000.

The takeaway here is that Sole Proprietor and Enterprise companies have the lowest adoption rate of video, and are most likely to use a free hosting platform in YouTube. Meanwhile, companies sized 11 – 1,000 are more likely to adopt video and more likely to pay to use a third party vendor.

Additional YouTube Statistics from DMR

• 72% of U.S. millenials, 85% of Gen X and 43% of baby boomers use YouTube.

• “Music” was the most searched for topic on YouTube in 2014, while “Minecraft” was the second.

• The average time spent on YouTube per mobile session in 40 minutes.






STATE OF VIDEO 2015








STATE OF VIDEO 2015

Video Hosting Market Share by Industry






STATE OF VIDEO 2015


The market for paid video hosting and analytics is represented by three quality options, each serving a different core target market. In short, Brightcove is for the Enterprise, Vimeo, the market share leader, serves a broad base of customers and Wistia is gaining momentum, in industries like Software and Ecommerce.

The goal for these companies moving forward isn’t so much to compete with each other (although it is a little bit), but rather to continue defining their unique target markets, culture and taking share away from YouTube


“Regardless of which platform companies choose, there are simply more things you can so with a paid video

hosting analytics platform than you can do without one. As video continues to rise in user consumption, we’ll see

the early adopters benefit the most, just like we’re seeing now with Inbound Marketing/CMS Platforms.“






http://wistia.com/


STATE OF VIDEO 2015

Paid Video Hosting Market Share by Employee Size

Paid Video Hosting Market Share by Corporate Structure






STATE OF VIDEO 2015

Paid Video Hosting Market Share by Industry





STATE OF VIDEO 2015

4.CRAYON 10K FINDINGS



STATE OF VIDEO 2015

4A. KEY FINDINGS• Overall: Within the Crayon 10k, 15% of websites feature video on their home page,

down slightly from the 16% in the Crayon 50k.

• Employee size: The Crayon 10k is not as evenly distributed as the 50k, with the

adoption leaders sized 11 – 1,000 employees. With the mid-market leading the way,

SMBs and Enterprise companies are more closely connected in their propensity to adopt

video.

• Corporate structure: Education and Nonprofit again lead the way, similar to the

Crayon 50k. While Government Agency and Sole Proprietorship are still at the bottom

of video adoption, they’re joined by Publicly Traded Companies. The adoption rate of

Publicly Traded Companies in the Crayon 50k is 15% versus 12% in the Crayon 10k.

• Industry: Software and Marketing are once again towards the top of the adoption rate

list, with Biotech, Education and Energy completing the top 5.

• In-house video hosting: 26% of home pages featuring video are using an in-house

hosting platform, up from 21% in the Crayon 50k.

• Third party video hosting: Of the companies not using an in-house solution, 62% are

using YouTube, down from 70% in the Crayon 50k.

• Paid vendor video hosting: Vimeo remains the overall leader with a 36% market

share. The percentages are more evenly distributed, however, with Brightcove and Wistia

each accounting for a 32% market share.




STATE OF VIDEO 2015

4B. Detailed FindingsHome Pages Featuring Video

While the Crayon 10k shows a slight uptick in video adoption compared to the Crayon 50k, overall adoption is low and again provides insight into market growth potential.

Additional Video Statistics from HubSpot’s Marketing Blog

• Video now accounts for 50% of all mobile traffic.

• 78% of people watch videos online every week.

• 55% of people watch videos online every day.

• By 2018, video will represent 78% of consumer Internet traffic.

• 75% of business executives watch work-related videos at least weekly.






STATE OF VIDEO 2015








STATE OF VIDEO 2015



In the Crayon 10k, 26% of home pages featuring video are using an in-house hosting platform, up from 21% in the Crayon 50k. This is a notable change, as companies in the Crayon 10k are more likely to use an in-house solution, however, the overwhelming majority still choose a third party hosting solution.






STATE OF VIDEO 2015







STATE OF VIDEO 2015


Of those companies not using an in-house solution, 62% use YouTube, down from 70% in the Crayon 50k. The change in market share throughout the Crayon 10k for Brightcove, Vimeo and Wistia is as follows:

• Brightcove has a market share of 5% in the Crayon 50k, versus 12% in the Crayon 10k.• Vimeo has a market share of 17% in the Crayon 50k, versus 14% in the Crayon 10k.• Wistia has a market share of 8% in the Crayon 50k, versus 12% in the Crayon 10k.






STATE OF VIDEO 2015








STATE OF VIDEO 2015


Paid vendor market share notably changes in comparing the Crayon 50k to the Crayon 10k. As represented below, market share is more evenly distributed across Brightcove, Vimeo and Wistia:

• Brightcove has a market share of 17% in the Crayon 50k, versus 32% in the Crayon 10k.• Vimeo has a market share of 57% in the Crayon 50k, versus 36% in the Crayon 10k.• Wistia has a market share of 26% in the Crayon 50k, versus 32% in the Crayon 10k.





STATE OF VIDEO 2015

5.CRAYON 500



STATE OF VIDEO 2015

5A. KEY FINDINGS• Overall: Within the Crayon 500, 14% of websites feature video on their home page,

down slightly from 15% in the Crayon 10k and 16% in the Crayon 50k.

• Employee size: The Crayon 500 shows a shift in the adoption leaders. While the overall

leader consists of companies sized 51 - 200 at a 30% adoption rate, companies sized

1,001 - 10,000 moved up considerably in the Crayon 500 compared to 50k and 10k.

• Corporate structure: Private companies featured in the Crayon 500 lead the way in

featuring video on their home page, compared to Publicly Traded Companies, at the

bottom of the list.

• Industry: Software and Marketing remain amongst the adoption leaders, however,

Digital Games, Real Estate, Entertainment and Media now round out the top 5.

• In-house video hosting: 28% of home pages featuring video are using an in-house

hosting platform, up from 26% in the Crayon 10k and 21% in the 50k.

• Third party video hosting: Of the companies not using an in-house solution, 53% are

using YouTube, down from 62% in the Crayon 10k and 70% in the Crayon 50k.

• Paid vendor video hosting: Brightcove is the big mover in the Crayon 500,

representing a 63% market share versus Vimeo at 21% and Wistia at 17%.




STATE OF VIDEO 2015



(Note: If certain segments are missing from charts, such as companies sized 1 to 10 in the chart above, it means they are not included in the Crayon 500 data set)






STATE OF VIDEO 2015







STATE OF VIDEO 2015


Of the companies not using an in-house solution, 53% are using YouTube, down from 62% in the Crayon 10k and 70% in the Crayon 50k.

Market share amongst all four video hosting platforms fluctuates as follows across the three Crayon Indices:






STATE OF VIDEO 2015


Brightcove is the big mover in the Crayon 500, representing a 63% market share versus Vimeo at 21% and Wistia at 17%.

Market share amongst all three paid video hosting platforms fluctuates as follows across the three Crayon Indices:





STATE OF VIDEO 2015

NEED ADDITIONAL MARKETING INSIGHTS?VISIT CRAYON!


https://www.google.com/url?q=http://www.crayon.co&sa=D&usg=AFQjCNHdDsnCqVhzX6vGywZVmfNgcrq1YA



STATE OF VIDEO 2015

LOOKING FOR NEW CONTENT?TRY CRAYON’S BLOG!


http://blog.crayon.co

http://blog.crayon.co

STATE OF VIDEO 2015

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STATE OF VIDEO 2015

THE END.THANKS FOR READING



STATE OF 2015 - Amazon S3 · STATE OF VIDEO 2015 3B. Detailed Findings Home Pages Featuring Video...

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