October 18, 2006

Online Video Portals: Why Video Search Stinks

The Market To Help Consumers Find Online Video Is Wide Open

by Josh Bernoff

with Charlene Li, Brian Haven, Alyssa L. Baer

Executive Summary (This is a document excerpt)

Video content is exploding online, including popular TV shows, user-generated videos, and niche semiprofessionally produced video that falls somewhere in the middle. Portals have leapt on the opportunity to help consumers find video online, but for the most part their search results stink. By embracing everything video-related — YouTube-type user-generated content, video hosting, Web search, and paid downloads — sites like Google Video and AOL Video have failed to create a clear position in consumers' minds. Sites hoping to guide video seekers should map out one of three positions and stickwith it: user-generated video host, Web video search engine, or guide to Internet video entertainment.

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