When it comes to branded video starts, search is a far bigger referrer than social, according to [PDF] Adobe’s Q4 2013 US Digital Video Benchmark. The analysis of media and entertainment sites indicates that during Q4, 20% of video starts were referred by search, with affiliates referring 16% and the majority 58% coming from direct traffic. Social remains a fair way back, referring roughly 6% of starts, with Facebook accounting for 80.6% of those.
Following Facebook is Twitter (11.8% share of social referred starts) and Reddit (4.1%).
Facebook also maintains the highest view rate, which measures the percentage of referred visits that produce a video start. With a 39% video view rate, Facebook is tied for the lead with Tumblr, and is followed by YouTube (38%), Reddit (35%) and a trailing Twitter (19%). Read the rest at MarketingCharts.
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