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18:11

Web video doesn’t always have to be short

David Campbell’s post pulls together some interesting stats on online news consumption, in particular video:

News is a popular category on YouTube (it was the most searched for item in four out of 12 months in 2011)

There is no strict correlation between length of video and popularity — one-third of popular videos were 2-5 minutes in length, and nearly one fifth were longer than 5 mins

Oyala, a large video streaming platform, reported that long form videos of 10 minutes+ accounted for 57% of viewing time on tablets they served

Multimedia completion rates can also be good: MediaStorm says that more than half, and often two-thirds, of those viewing their stories online stay with them to the end, even when stories run up to 20 or more minutes.

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