Traffic to user video sites skyrocketing

Wow, look at these Comscore stats for July alone: MySpace Video doubled, Yahoo Video jumped 28 percent and YouTube rose 20 percent. That’s over a single month. Plus, YouTube is now ranked in Comscore’s top 50 list. “The trends we’re witnessing indicate that online video is emerging from its infancy and entering the mainstream,” said Jack Flanagan, EVP of Comscore Media Metrix. Yes, but traditional media-produced video is not growing nearly as fast as user created video. The implication is clear if it wasn’t obvious before: media organizations must 1) pursue user created video as quickly as possible and 2) instill YouTube-like functionality in traditional video presentations.