Khan Academy came in second and Microsoft
Posted: Sun Jan 12, 2025 4:45 am
Across all visible videos in the carousel, here are the top ten sites in our data set: YouTube (94.2%) Khan Academy (1.5%) Facebook (1.4%) Microsoft (0.4%) Vimeo (0.1%) Twitter (0.1%) Dailymotion (<0.1%) CNBC (<0.1%) CNN (<0.1%) ESPN (<0.1%) Note that, due to technical limitations with how search spiders work, many Facebook and Twitter videos require a login and are unavailable to Google. That said, the #2 to #10 biggest players in the video carousel — including some massive brands with deep pockets for video content — add up to only 3.
7% of visible videos. How about how-to? Pardon my grammar, but “How to…?” mom database questions have become a hot spot for video results, and naturally lend themselves to niche players like HGTV. Here’s a video carousel from a search for “how to organize a pantry”: It looks promising on the surface, but does this niche show more diversity of websites at scale? Our data set included just over 45,000 “How to …” searches with video carousels. Here’s the breakdown of the top three sites for each slot: In our data set, YouTube is even more dominant in the how-to niche, taking up from 97-98% of each of the three visible slots.
(specifically, the Microsoft support site) rounded out the third position (but at <1% in all three slots). Is this just a fluke? Most of this analysis was based on a snapshot of data in early October. Given that Google frequently makes changes and runs thousands of tests per year, could we have just picked a particularly unusual day? To answer that, we pulled YouTube’s prevalence across all videos in the carousel on the first day of each month of 2020: YouTube’s dominance was fairly steady across 2020, ranging from 92.
7% of visible videos. How about how-to? Pardon my grammar, but “How to…?” mom database questions have become a hot spot for video results, and naturally lend themselves to niche players like HGTV. Here’s a video carousel from a search for “how to organize a pantry”: It looks promising on the surface, but does this niche show more diversity of websites at scale? Our data set included just over 45,000 “How to …” searches with video carousels. Here’s the breakdown of the top three sites for each slot: In our data set, YouTube is even more dominant in the how-to niche, taking up from 97-98% of each of the three visible slots.
(specifically, the Microsoft support site) rounded out the third position (but at <1% in all three slots). Is this just a fluke? Most of this analysis was based on a snapshot of data in early October. Given that Google frequently makes changes and runs thousands of tests per year, could we have just picked a particularly unusual day? To answer that, we pulled YouTube’s prevalence across all videos in the carousel on the first day of each month of 2020: YouTube’s dominance was fairly steady across 2020, ranging from 92.