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Newspaper sites have overtaken broadcaster sites in the number of videos uploaded, according to a report by Brightcove and TubeMogul.
Its quarterly report, which analysed a sample of US-based and global Brightcove customers for Q3 2010, found that newspaper sites streamed 313m minutes of video in the quarter, compared with 290m minutes uploaded by broadcasters.
Newspapers saw 51% growth in video content, surpassing broadcasters for total minutes streamed for the first time, suggesting that newspapers are quickly adapting their once print-dominated businesses to multimedia production.
Overall there was a 188% increase in the number of videos uploads since last year for online media.
According to a spokeswoman for Brightcove, the findings show that broadcasters generally produce long-form content on a weekly basis, while newspapers are producing short-form video content much more regularly, often to accompany daily news items.
The report also found that Facebook now refers more people to video streams than the Yahoo search engine, the first time a social platform has surpassed the search and content portal.
Facebook accounted for 9.6% of all referrals, making it second only to Google.
Completion rates for brand marketers (47%), broadcasters (44%) and online media properties (45.9%) reached record highs.
Magazines and online media peaked during working hours, while newspapers had more steady engagement into the evening hours.
Broadcasters within the sample found that total daily views peaked during traditional primetime hours of 6-11pm, mirroring TV viewing habits.
The analysis is based on aggregated Brightcove platform data from an anonymous sample of more than 200 media companies, representing media industry verticals including broadcast networks, magazine publishers, newspaper publishers and pure-play web media properties.
Brightcove customers include ITV, Channel 4, Five and Fox, as well as Guardian News & Media, Mirror Group and The New York Times Company.