According to a new report by Brightcove and TubeMogul, Facebook has passed Yahoo! to be the second largest driver of traffic to online video content.  Google tops the list of online video referrers with a significant margin — more than half of video traffic comes from Google sites (which is down from over 60% during the first quarter of 2010).

Other interesting highlights from the study include:

  • Most online video content is viewed on Wednesdays and Tuesdays.
  • People watch longer videos on weekends.
  • The average number of minutes of video content consumed is highest on Fridays.
  • The longest videos are typically watched on game consoles rather than on computers or mobile devices.
  • The average length of videos watched on a computer is 2:27 minutes per view, and the average length of videos watched using game consoles is 2:45 minutes per view.

During the third quarter of 2010, the study showed that 9.5% of video traffic came from links posted on Facebook profiles, pages and groups.  That’s more than double the combined traffic that Bing and Twitter refer to online video content.

If you’re not targeting Facebook to promote your online video content, you should be.  Facebook users have clearly demonstrated that they expect to find links to video content posted on Facebook profiles, pages and groups, and according to this study, they actively click on the video links they find on Facebook.  Your video content can benefit from that acceptance and interest, too.

Image: Facebook