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The most common way viewers find a video (45.13% of all views our sample) is direct navigation to a video site (i.e. going to YouTube and running a search or clicking around the featured or related videos).

To those trying to unlock a formula for making a video go viral, perhaps this gives some clues: reach out to bloggers and optimize a video's meta-data to ensure it ranks highly on intra-video site plugs.

The results are dramatic: most online video viewers watch mere seconds, rather than minutes, of a video.

For starters, it is clear that post-roll ads are of limited effectiveness.