Disney.com broke its all-time online video record in July. According to comScore Video Metrix, Disney.com video streams totaled 186.7 million, lifting the site's online video streams ranking to the number six position among all Web sites.
Significant drivers of the traffic milestone were original online video exclusives and events based on popular Disney entertainment properties such as HIGH SCHOOL MUSICAL 3: SENIOR YEAR and Disney Channel Games as well as the latest Miley Cyrus and Jonas Brothers music videos including exclusive behind the scenes content.
Representing a 39 percent increase as compared to the prior month, the new record beats Disney Online's previous video record set in July 2007 by more than four million streams. Time spent viewing (in total minutes) also increased month-over-month by 50 percent. Building on the popularity of video content on Disney.com, the site recently launched a video portal that offers thousands of videos fans can sort by character or property, and create custom playlists.
"Video is a huge priority for Disney.com and we work closely with our partners across the Disney company to create compelling online video programs that capture the essence of Disney's properties while leveraging the unique capabilities of the Internet," said Paul Yanover, exec VP and managing director, Disney Online.
On July 14, Disney.com premiered a first look at the upcoming Walt Disney Studios Motion Pictures feature HIGH SCHOOL MUSICAL 3: SENIOR YEAR. The event contributed to a 30 percent increase in video viewers to the "Movie" category pages of Disney Online. Other video drivers in July included coverage of the third annual Disney Channel Games competition, the release of the latest Jonas Brothers and Miley Cyrus music videos and "making of" footage as well as the Disney Channel short form reality series JONAS BROTHERS: LIVING THE DREAM.
These contributed to a monthly lift in video streams for the "Disney Music" category by 161 percent and an increase of 25 percent in monthly unique video viewers for the "Disney Channel TV Network" category.
