The comparison showed that while DailyMotion is leading the charts, ranking 51, Veoh is closing the gap with a rank of 130.
Stage6 is trailing behind with a score of 18,809. Please refer to the end of the post for an updated ranking of Stage6
I was surprised to see that while Stage6 offers better user experience by providing both higher quality video and the ability to download and share it, the company still trail behind its competitors.
What did go wrong for Stage6?
My first guess was that Stage6 uses a stricter copyright regime than its competitors. As copyright material is a major attraction to online video consumers, lack of it can explain the relatively low Alexa ranking. In order to validate this assumption I checked the number of Stage6 links which appear in Alluc and Tvlinks, two of the biggest link sites for copyright material.
However this reasoning failed once I checked the Alexa score of these sites. They both scored much lower than DailyMotion and Veoh. This means that even if all their links were directed to Stage6, it would still not be able to match the ranks of its competitors – Copyright material is not the sole reason for the difference.
Here are some of the factors that can explain it:
1. The Divx Codec – while providing superior quality with lower file size, DivX is not as wide spread as Flash format. As a result, publishers find it harder to upload movies – Stage6 only accept DivX encoded content and most editing software does not support this codec. Users on the other hand are asked to download the codec in order to view the movies and while this technically happens with flash as well, the majority of users will already have flash pre-installed.
2. Revenue share – Stage6 currently does not offer revenue share for movie producers who use its service. As today Internet video producers relay on the income from these commercials, Stage6 becomes less attractive.
3. Small Community – Among the companies we examined Stage6 is the newest in the field. Adding this to the lack of significant PR doesn’t allow the community to grow fast enough. Therefore Stage6 community did not reach a critical mass – which leads directly to churn.
4. Demographics – It seems as though demographics is playing a bigger role than one would expect in the world of Video streaming. 50% of DailyMotion viewers come from France (Dailymotion is a French company). As Dailymotion is the biggest company we examine in this post one has to wonder, did Dailymotion succeeded in carving out a new niche in its home country or were the French viewers always more enthusiastic than the rest of us. If Dailymotion was able to create a market in France, or at least expand it in a magnitude there might be something to say about the marketing of its competitors.
Whether Stage6’s main goal is to advance Divx technology, or to become a player in the video sharing market, its number one goal has to be users – viewers and producers alike.
Divx decision to separate Stage6 from its main company may represent an interesting shift in the way Stage6 will operate, the question is – will Divx allow its subsidiary company to stop promoting its codec and start promoting new content.
* Update Several readers noted that the Alexa rank displayed for Stage6 refers to www.stage6.com while Stage6 main address is stage6.divx.com which scores substantially higher in Alexa (227). I’d like to thank my readers for paying attention to this issue, and notifying me about it. How does that affect my previous assumptions?
Without getting into too much technicalities stage6.divx.com is considered a “sub domain” of divx.com. Since Alexa does not track sub domains the result we receive for stage6.divx.com actually represent the cumulative ranking of two sites – divx.com and stage6.com.
How inaccurate is the ranking of stage6.divx.com? Again using Alexa we can see that only 81% of the DivX.com users actually visit stage6. While we cannot determine exactly how this will affect the Stage6 ranking we can estimate that roughly 2 (out of 10) million users reported to have visited Stage6 on July were actually DivX visitors.
While both ranking methods do not yield accurate results, even if we use the more favorable results of stage6.divx.com it is still that Stage6 is trailing behind its competitors. This is another proof that quality alone is not a key consideration of internet video consumers.
Guy Nehser is an independent web and SEO consultant , anime addict , and a LV70 Druid, who just cleared SSC. He can be reached at email@example.com