How Websites Around The Globe Leverage Online Video

How Websites Around The Globe Leverage Online Video

Back in March, we published some research which we believe helps to provide some unique insight into how various companies and vertical markets leverage website video content.

Today, we offer up the following research, which takes a look at website video usage for the top 10 web sites in 10 geographic regions across the globe. The top 10 web sites were identified according to Alexa rankings.

This research, dubbed by VideoBloom as the "VIEW index," tracks 17 key website variables including placement of video within a website, video formats used, the presence of a central video section, etc…. It then offers trend analysis along groupings and breaks down the results into an index of 3 main percentages that indicate the level of website video usage. For example, for the research below, the "VIEW main index" for the top 100 surveyed web sites worldwide was 30-65-35, which indicates that 30% of the web sites had video on their home page, 65% had video on their site, and 35% didn't use any video.

Thanks to the folks at VideoBloom, we will continue to publish this research bi-monthly. The following results are for March and April, 2009.

Total for 100 Surveyed Web Sites

  • In March and April of 2009, the VIEW main index for the 100 surveyed Web sites was 30-65-35, which indicates that 30% of the web sites had video on their home page, 65% had video on their site, and 35% didn't use any video on their website.
  • 46% of the 100 surveyed companies have placed their videos 1 click away from the home page.
  • 13% of the surveyed companies have placed their videos deep into their web sites, 3 clicks or more away from the home page.
  • 42% use online video in an advanced manner: contextual integration of videos, variety of video players, call-to-action tied to the video.
  • 45% offer a full-fledged "video center" comparable to a corporate TV channel.
  • 42% give access to such video center directly from their home page (one click away).
  • 23% display video ads for their products in the site; 10% display video ads on their home page.
  • 45% offer full-screen video option.
  • 0% have video on autoplay (i.e. video starts as soon as the user lands on the page).
  • 7% open video in a new browser webpage.
  • 12% use a pop-up window to display video.
  • Video formats: 55% use Flash video, 11% use Windows Media Player, 5% use QuickTime, 1% use Real Player. (The percentages don't add up to 65% because some websites use more than one video format)

Global Regional Breakdown:


How African Web Sites Use Online Video

  • In March 2009, the VIEW main index for the top 10 African web sites was 10-30-70, which indicates that 10% of the web sites had video on their home page, 30% had video on their site, and 70% didn't use any video on their website.
  • 20% of the top 10 African web sites have placed their videos 1 click away from the home page.
  • 10% of the top 10 African web sites have placed their videos deep into their web sites, 3 clicks or more away from the home page.
  • 20% use online video in an advanced manner: contextual integration of videos, variety of video players, call-to-action tied to the video, etc.
  • 20% offer a full-fledged "video center" comparable to a corporate TV channel.
  • 20% give access to such video center directly from their home page (one click away).
  • 10% display video ads for products in the site; 0% display video ads on their home page.
  • 10% offer a full-screen video option.
  • 0% have video on autoplay (i.e. video starts as soon as the user lands on the page).
  • 10% open video in a new browser webpage.
  • 0% use a pop-up window to display video.
  • Video formats: 20% use Flash video, 10% companies use Windows Media Player, 0% use QuickTime, 0% use Real Player.

Top 10 African Web Sites Analyzed

  • News24
  • The Standard Bank of South Africa
  • ABSA Group Banks
  • BBC News- Africa
  • Independent Online
  • M-Web
  • El Khabar
  • Bid or Buy
  • SuperSport
  • Nairaland, the Nigerian Forum

How Asian Web Sites Use Online Video

  • In March 2009, the VIEW main index for the top 10 Asian web sites was 30-70-30, which indicates that 30% of the web sites had video on their home page, 70% had video on their site, and 30% didn't use any video on their website.
  • 40% of the top 10 Asian web sites have placed their videos 1 click away from the home page.
  • 10% of the top 10 Asian web sites have placed their videos deep into their web sites, 3 clicks or more away from the home page.
  • 50% use online video in an advanced manner: contextual integration of videos, variety of video players, call-to-action tied to the video, etc.
  • 50% offer a full-fledged "video center" comparable to a corporate TV channel.
  • 40% give access to such video center directly from their home page (one click away).
  • 30% display video ads for products in the site; 0% display video ads on their home page.
  • 60% offer a full-screen video option.
  • 0% have video on autoplay (i.e. video starts as soon as the user lands on the page).
  • 10% open video in a new browser webpage.
  • 20% use a pop-up window to display video.
  • Video formats: 70% use Flash video, 10% companies use Windows Media Player, 0% use QuickTime, 0% use Real Player. (The percentages don't add up to 70% because some websites use more than one video format)

Top 10 Asian Web Sites Analyzed

  • Google India
  • Yahoo! India
  • Rediff.com
  • Amazon.co.jp
  • Alibaba.com
  • Wisden CircInfo Sri Lanka
  • Indiatimes
  • Symantec Malaysia
  • MSN India
  • Naukri.com

How Caribbean Web Sites Use Online Video

  • In March 2009, the VIEW main index for the top 10 Caribbean web sites was 30-70-30, which indicates that 30% of the web sites had video on their home page, 70% had video on their site, and 30% didn't use any video on their website.
  • 40% of the top 10 Caribbean web sites have placed their videos 1 click away from the home page.
  • 10% of the top 10 Caribbean web sites have placed their videos deep into their web sites, 3 clicks or more away from the home page.
  • 30% use online video in an advanced manner: contextual integration of videos, variety of video players, call-to-action tied to the video, etc.
  • 30% offer a full-fledged "video center" comparable to a corporate TV channel.
  • 30% give access to such video center directly from their home page (one click away).
  • 20% display video ads for products in the site; 20% display video ads on their home page.
  • 50% offer a full-screen video option.
  • 0% have video on autoplay (i.e. video starts as soon as the user lands on the page).
  • 0% open video in a new browser webpage.
  • 20% use a pop-up window to display video.Video formats: 60% use Flash video, 10% companies use Windows Media Player, 0% use QuickTime, 0% use Real Player.

Top 10 Caribbean Web Sites Analyzed

  • BBC Online: Americas
  • Clasificados Online
  • Cuba web touristic directory
  • Hyatt Regency Resort
  • Trinidad Express
  • Jamaica Gleaner
  • Riu Hotel and Resorts
  • Jamaica Observer
  • Sandals Resorts
  • Atlantis

How Central American Web Sites Use Online Video

  • In March 2009, the VIEW main index for the top 10 Central American web sites was 0-40-60, which indicates that 0% of the web sites had video on their home page, 40% had video on their site, and 60% didn't use any video on their website.
  • 20% of the top 10 Central American web sites have placed their videos 1 click away from the home page.
  • 20% of the top 10 Central American web sites have placed their videos deep into their web sites, 3 clicks or more away from the home page.
  • 0% use online video in an advanced manner: contextual integration of videos, variety of video players, call-to-action tied to the video, etc.
  • 20% offer a full-fledged "video center" comparable to a corporate TV channel.
  • 20% give access to such video center directly from their home page (one click away).
  • 10% display video ads for products in the site; 0% display video ads on their home page.
  • 20% offer a full-screen video option.
  • 0% have video on autoplay (i.e. video starts as soon as the user lands on the page).
  • 0% open video in a new browser webpage.
  • 20% use a pop-up window to display video.
  • Video formats: 30% use Flash video, 10% companies use Windows Media Player, 0% use QuickTime, 0% use Real Player.

Top 10 Central American Web Sites Analyzed

  • Copa Airlines
  • A.M. Costa Rica
  • Racsa
  • Amergris Caye
  • The Panama Canal
  • INBio National Biodeiversity Institute
  • Cyer Cast Intl
  • Infopress Centroamericana
  • Panama Guide
  • Vianica.com

How European Web Sites Use Online Video

  • In March 2009, the VIEW main index for the top 10 European web sites was 60-90-10, which indicates that 60% of the web sites had video on their home page, 90% had video on their site, and 10% didn't use any video on their website.
  • 70% of the top 10 European web sites have placed their videos 1 click away from the home page.
  • 10% of the top 10 European web sites have placed their videos deep into their web sites, 3 clicks or more away from the home page.
  • 80% use online video in an advanced manner: contextual integration of videos, variety of video players, call-to-action tied to the video, etc.
  • 80% offer a full-fledged "video center" comparable to a corporate TV channel.
  • 70% give access to such video center directly from their home page (one click away).
  • 40% display video ads for products in the site; 20% display video ads on their home page.
  • 60% offer a full-screen video option.
  • 0% have video on autoplay (i.e. video starts as soon as the user lands on the page).
  • 10% open video in a new browser webpage.
  • 30% use a pop-up window to display video.Video formats: 90% use Flash video, 0% companies use Windows Media Player, 0% use QuickTime, 0% use Real Player.

Top 10 European Web Sites Analyzed

  • Google UK
  • BBC
  • eBay UK
  • Cricinfo
  • MSN UK
  • Amazon UK
  • Reuters
  • Yahoo! UK and Ireland
  • Guardian.co.uk
  • Telegraph.co.uk

How Middle Eastern Web Sites Use Online Video

  • In April 2009, the VIEW main index for the top 10 Middle Eastern web sites was 30-70-30, which indicates that 30% of the web sites had video on their home page, 70% had video on their site, and 30% didn't use any video on their website.
  • 50% of the top 10 Middle Eastern web sites have placed their videos 1 click away from the home page.
  • 10% of the top 10 Middle Eastern web sites have placed their videos deep into their web sites, 3 clicks or more away from the home page.
  • 50% use online video in an advanced manner: contextual integration of videos, variety of video players, call-to-action tied to the video, etc.
  • 60% offer a full-fledged "video center" comparable to a corporate TV channel.
  • 60% give access to such video center directly from their home page (one click away).
  • 10% display video ads for products in the site; 0% display video ads on their home page.
  • 50% offer a full-screen video option.
  • 0% have video on autoplay (i.e. video starts as soon as the user lands on the page).
  • 20% open video in a new browser webpage.
  • 20% use a pop-up window to display video.
  • Video formats: 50% use Flash video, 10% companies use Windows Media Player, 10% use Real Player, 0% use QuickTime.

Top 10 Middle Eastern Web Sites Analyzed

  • Maktoob.com Inc
  • MSN Arabia
  • Hurriyet
  • Babylon Ltd.
  • Jeeran
  • Emirates
  • Asharq Al Awsat
  • Ministry of National Education
  • 6arab.com
  • Islam Online.net

How North American Web Sites Use Online Video

  • In April 2009, the VIEW main index for the top 10 North American web sites was 50-100-0, which indicates that 50% of the web sites had video on their home page, 100% had video on their site, and 0% didn't use any video on their website.
  • 100% of the top 10 North American web sites have placed their videos 1 click away from the home page.
  • 0% of the top 10 North American web sites have placed their videos deep into their web sites, 3 clicks or more away from the home page.
  • 90% use online video in an advanced manner: contextual integration of videos, variety of video players, call-to-action tied to the video, etc.
  • 80% offer a full-fledged "video center" comparable to a corporate TV channel.
  • 80% give access to such video center directly from their home page (one click away).
  • 60% display video ads for products in the site; 40% display video ads on their home page.
  • 90% offer a full-screen video option.
  • 0% have video on autoplay (i.e. video starts as soon as the user lands on the page).
  • 10% open video in a new browser webpage.
  • 0% use a pop-up window to display video.
  • Video formats: 80% use Flash video, 10% companies use Windows Media Player, 10% use QuickTime, 0% use Real Player.

Top 10 North American Web Sites Analyzed

  • Google
  • Microsoft Corporation
  • AOL
  • Amazon.com
  • Adobe Systems
  • Apple Computer
  • ESPN
  • The New York Times
  • The Weather Channel
  • Hewlett Packard

How Oceanic Web Sites Use Online Video

  • In April 2009, the VIEW main index for the top 10 Oceanic web sites was 60-80-20, which indicates that 60% of the web sites had video on their home page, 80% had video on their site, and 20% didn't use any video on their website.
  • 80% of the top 10 Oceanic web sites have placed their videos 1 click away from the home page.
  • 0% of the top 10 Oceanic web sites have placed their videos deep into their web sites, 3 clicks or more away from the home page. 80% use online video in an advanced manner: contextual integration of videos, variety of video players, call-to-action tied to the video, etc.
  • 70% offer a full-fledged "video center" comparable to a corporate TV channel.
  • 70% give access to such video center directly from their home page (one click away).
  • 50% display video ads for products in the site; 20% display video ads on their home page.
  • 70% offer a full-screen video option.
  • 0% have video on autoplay (i.e. video starts as soon as the user lands on the page).
  • 10% open video in a new browser webpage.
  • 10% use a pop-up window to display video.
  • Video formats: 80% use Flash video, 10% companies use Windows Media Player, 0% use QuickTime, 0% use Real Player. (The percentages don't add up to 80% because some websites use more than one video format)

Top 10 Oceanic Web Sites Analyzed

  • Google Australia
  • eBay.com.au
  • Ninemsn
  • News.com.au
  • The Sydney Morning Herald
  • Yahoo! Australia
  • Trade Me
  • Real Estate Australia
  • Australian Broadcasting Corporation
  • The Age

How Polar Region Web Sites Use Online Video

  • In April 2009, the VIEW main index for the top 10 Polar Region web sites was 10-60-40, which indicates that 10% of the web sites had video on their home page, 60% had video on their site, and 40% didn't use any video on their website.
  • 20% of the top 10 Polar Region web sites have placed their videos 1 click away from the home page.
  • 40% of the top 10 Polar Region web sites have placed their videos deep into their web sites, 3 clicks or more away from the home page.
  • 0% use online video in an advanced manner: contextual integration of videos, variety of video players, call-to-action tied to the video, etc.
  • 20% offer a full-fledged "video center" comparable to a corporate TV channel.
  • 10% give access to such video center directly from their home page (one click away).
  • 0% display video ads for products in the site; 0% display video ads on their home page.
  • 20% offer a full-screen video option.
  • 0% have video on autoplay (i.e. video starts as soon as the user lands on the page).
  • 0% open video in a new browser webpage.
  • 0% use a pop-up window to display video.
  • Video formats: 40% use Flash video, 30% use QuickTime, 20% companies use Windows Media Player, 0% use Real Player. (The percentages don't add up to 60% because some websites use more than one video format)

Top 10 Polar Region Web Sites Analyzed

  • National Snow and Ice Data Center
  • Cool Antarctica
  • Australian Antarctic Division
  • University of Lapland
  • Alfred Wegener Institute for Polar and Marine Research
  • The SINTEF Group
  • Canadian Ice Service
  • The Antarctic Connection
  • British Antarctic Survey
  • International Arctic Research Center

How South American Web Sites Use Online Video

  • In April 2009, the VIEW main index for the top 10 South American web sites was 20-40-60, which indicates that 20% of the web sites had video on their home page, 40% had video on their site, and 60% didn't use any video on their website.
  • 20% of the top 10 South American web sites have placed their videos 1 click away from the home page.
  • 20% of the top 10 South American web sites have placed their videos deep into their web sites, 3 clicks or more away from the home page.
  • 20% use online video in an advanced manner: contextual integration of videos, variety of video players, call-to-action tied to the video, etc.
  • 20% offer a full-fledged "video center" comparable to a corporate TV channel.
  • 20% give access to such video center directly from their home page (one click away).
  • 0% display video ads for products in the site; 0% display video ads on their home page.
  • 20% offer a full-screen video option.
  • 0% have video on autoplay (i.e. video starts as soon as the user lands on the page).
  • 0% open video in a new browser webpage.
  • 0% use a pop-up window to display video.
  • Video formats: 30% use Flash video, 20% companies use Windows Media Player, 10% use QuickTime, 0% use Real Player. (The percentages don't add up to 40% because some websites use more than one video format)

Top 10 South American Web Sites Analyzed

  • LAN Airlines
  • Terra Networks Colombia
  • RedeBand Internet
  • Scientific Electronic Library Online
  • Venezuela Yours
  • IESS- Ecuador Social Security Site
  • Sao Paulo Research Foundation
  • National Health Surveillance Agency- Anvisa
  • Avianca
  • Miraflores Park Plaza

This VIEW Index was provided to ReelSEO curtesy of VideoBloom, a video advertising and distribution solutions platform.

At the rate that video is exploding, perhaps for May and June, we will have research on website video usage across the universe ;-)

Don't Miss Any Stories!

Get daily online video news, tips and trends via email!

About the Author -
Mark Robertson is the Founder and Publisher of ReelSEO, an online information resource dedicated to the fusion of video, technology, social media, search, and internet marketing. He is a YouTube Certified, video marketing consultant and video marketing expert, popular speaker, and considered to be a passionate leader within the online video and search marketing industries. View All Posts By -

What do you think? ▼

Comments are closed.

↑ Top