Dailymotion: Still room to grow for YouTube competitors

YouTube competitor believes that there is room to grow in the online videostreaming space in Asia-Pacific especially in niche platforms.

Despite YouTube's dominance in the online video-sharing market, competitor Dailymotion says that there is space for alternatives to flourish and users say they prefer having choices in video platforms.

YouTube dominates the global video-sharing landscape with 41.4 percent market share of total videos viewed, according to ComScore's April VideoMetrix. According to YouTube, it has 800 million unique user vists per month, while Dailymotion said it has over 110 million.

Despite YouTube's lead, Marc Eychenne, head of international content at Dailymotion, said there are new opportunities for alternative online video players with the growing consumer appetite for video.

He highlighted that the France-based video site had experienced "dramatic growth" in usage worldwide, including in most Asia-Pacific countries.

"This year alone, we've seen a 200 percent audience growth in Thailand and 70 percent growth in Singapore," said Eychenne. Citing statistics from ComScore published in July, Eychenne said Dailymotion had reached 22 millions of unique visitors in Asia-Pacific region.

Eychenne explained that Dailymotion focuses its strategy on localization and video suggestion. Dailymotion is available in 16 different languages, including Chinese, Vietnamese, Japanese, Korean, as well as in 34 localized versions with local homepages and content. Users have the ability to add subtitles in any language to their video to reach an even larger audience, he added.

Even with its user growth, Dailymotion's audience is still comparatively smaller to Google sites. According to a ComScore report published in August, Google-hosted video sites, which were led by YouTube, were the top visited video properties for Indonesia, Philippines, Taiwan and Vietnam. Dailymotion made it into the top 10 rankings for all four of the countries but still lags behind Google's video sites.

Monetizing video for publisher, content provider
Elaborating on Dailymotion's monetization strategy, Eychenne said the video platform launched the Dailymotion Publisher Network earlier this year. The program targets blog and Web sites owners to allow them to earn advertising revenue by sharing the Dailymotion player.

"Over 2,000 publisher partners are currently using this service, including Yahoo, Orange, MSN, In.com, OV Guide and so on," he said.

He believes that the service creates a "virtuous cycle" by allowing publishers to revenue share with Dailymotion, content owners to expand their global distribution network and advertisers to reach "massive audiences".

Eychenne explained that Dailymotion's monetization strategy in Asia-Pacific is the same in the rest of the world. The platform allows regular display ads, video advertising and branded content, he said.

He added that there was demand for instream advertising, which are ads that run before, during or after a video. "This format started to be extremely popular in the US and Western Europe around 2009, and has rapidly driven a lot of demand in the rest of the world, including the Asia-Pacific region," he said.

"[Ads that run before a video] offer an experience similar to TV spots, still reaching large audiences, but in a more targeted way and at better rates [than TV]," he said, adding that the share of instream advertising in Dailymotion grew from zero to 50 percent in less than three years time.

Niche video platforms draw viewers
Consumers whom ZDNet Asia spoke with said they watched videos on multiple sites, which had their own niche offerings.

Singapore-based dancer Lola Smith said she uses such as Funshion, because they hosted full episodes of TV dramas.

Clinic administrator Debbie Yong, also based in Singapore, said she watches videos on sites such as Videojug or Vimeo. She added the Web sites that she visits does not always use YouTube and sometimes search engines would direct her to videos not hosted on YouTube.