TubeMogul Research: Online Video's Short Shelf Life

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TubeMogul research reveals that views for online videos peak early; based on these results, TubeMogul launches a tool for any video creator to predict their own annual views.

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While there are countless stories about random videos going viral, the data reveals this as a rare phenomenon.

TubeMogul, the leading distribution and analytics company for online video, announced results of research today measuring the average "shelf life" of a typical video online. The data is clear: video viewership peaks early.

Tracking data for views by day for 10,916 videos over a 90 day time period, TubeMogul found that 50% of a video's total views occur in the first two weeks, peaking on day three, which constitutes 11% of all views (inset). In order to exclude casual creators of online video (i.e. "Mikey's Birthday"), each video in the sample achieved a minimum of 1,000 cumulative views over the 90 day time period. A statistician then fit a curve to the data and projected out views by day for a full year.

Based on these results, TubeMogul developed a tool that any video creator can use to predict what their views will be at the end of a year, as well as what percentage of their total annual views have already lapsed.

"What's especially exciting about this research is that we are giving content creators a viable tool to predict their future views," comments Brett Wilson, CEO and Co-Founder of TubeMogul. As for the results? "While there are countless stories about random videos going viral, the data reveals this as a rare phenomenon."

About TubeMogul:
TubeMogul is an online video distribution and analytics company serving video producers large and small who need independent information about video performance on the Internet and an easy way to deploy their work to the Web's top video sharing sites. TubeMogul's analytic technology aggregates video-viewing data from multiple sources to give video producers improved understanding of when, where and how often videos are watched, measure the impact of marketing campaigns, gather competitive intelligence, and share the data with colleagues or friends. The company's Load & Track service allows users to upload videos once to TubeMogul and automatically deploy them to as many of the top video sharing sites as they want, within the users' specified accounts.

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David Burch
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