The video market seems to be in a volatile place this year. The established networks are vying for control of social video, but different trends are arising in the segment of hosted brand videos. The State of Video Report from marketing design search engine Crayon, examines how top companies are approaching the online video space.
Crayon analyzed three different sectors of the online video market — the top 500, top 10,000 and top 50,000 websites that use video on their homepage and appear in Alexa rankings. The study only focused on companies and websites with a well established web presence, and excluded adult content, as well as high-traffic YouTube pages that aren’t part of an overall brand presences online.
In the 50K bracket, some interesting trends are emerging, but overall this bracket seems to have slower adoption rates than the more well known companies. Software and marketing, health care and medical, and non-profit and education enterprises are all adopting self-hosted video and other tools at reasonable rates. Retail and restaurant enterprises show the slowest adoption rates: below 10 percent.
While the report takes into account videos on websites only, it shows that brands are starting to embrace auto-play video — a feature spreading through Facebook, Instagram and Twitter. Crayon’s report shows a fairly even split among websites with auto-play videos and those without.
Interestingly, only 21 percent are using in-house video tools, and 70 percent of the rest of the market is going direct to YouTube for its hosting needs. This disparity shrinks when moving into the higher brackets as companies focus more on in-house solutions. Among the top 500, 28 percent are hosting their own video, and 53 percent use YouTube.
In the 10k bracket, the e-commerce vertical uses in-house video at the highest rate, while resturant, fashion, and casino and gambling enterprises all show a strong 50 percent.
One of the main reasons for differences in adoption rates among the brackets may be corporate structure. The 50k and 10k brackets show sole proprietors as the slowest to adopt, and companies with larger workforces, especially those with 51-200 employees tend to show better rates of adoption of home page video usage.
The disparity may also be a result of a lack of time, resources, or opportunity on the part of smaller businesses. However we’ve seen that smaller businesses get involved in the video market when tools are readily available, even if they are third party tools.
Download the full report for detailed breakdowns by industry across the brackets, and to see which hosting tools are the most widely used.
Image courtesy of Shutterstock.