Online video ahead of peer-to-peer generated traffic

By Boyana Draganova

It seems so long ago when voice calls were the largest generator of network traffic, doesn’t it? It may be hard to believe, but it’s only been ten years and since 2009, there has been a new fast-growing ruler of the traffic network.

Cisco’s report findings

According to Cisco’s Visual Networking Index usage report, Online Video is now responsible for 26.15% of network traffic, compared to P2P usage, which only covers 24.85%. Even with data still in the lead, consuming 28.05% of IP traffic, Online Video remains the fastest growing tool in the web media today. More people consume more videos a day than are being produced.

Out of the 50 most visited sites on the web, a third of them are related to video and are the ones which appear most frequently on the list as well.

Brightcove and TubeMogul’s report

For more findings, it’s worthwhile checking out Brightcove & TubeMogul’s recently released Online Video & Media Industry Quarterly Research report, which also illustrates some remarkable points.

For instance, Facebook and Twitter are growing faster in terms of driving video traffic with respectively 48 and 38% per month, compared to Google and Yahoo! who are lagging behind with correspondingly 15 and 35% growth per month.

Another good piece of evidence is that online TV and pure-play web companies take the lead with regards to the number of Online Videos being streamed. Nevertheless, videos generated by newspaper websites is not to be underestimated as in cases like the Gulf oil spill, consumption of the videos covering the disaster increased by 65%.

Here are also some links, talking about the increasing importance of Online Video usage:

CEO of marker research firm eMarketer talks about how Online Video Advertising is to increase by 35% in 2010:

Mike Bologna, director of emerging communications at GroupM, explains why more marketers are being attracted to Online Video:

In case you want to know more about these speakers and their work, here are the links to their companies’ webistes:

GroupM– The world’s leading media investment management group

eMarketer– A business information service, publishing internet market research, statistics and objective analysis on internet marketing

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