TubeMogul aggregates data from a myriad of distributors, including the major player in the market: YouTube.  As with any other fine product, they do also exclude a bunch of touch points, such as Hulu or Blinkx, to name a couple.

Either way, while we crossed 50,000,000 total streams in early April, we crossed 30,000,000 streams on Tubemogul’s “sub-network” yesterday with a strong day where we did over 99,000 on YouTube alone:

For some content producers, TubeMogul can very well capture 100% of their streams, for others, it might be far less.  For us, based on these numbers, the ratio between TubeMogul and our total network right now is 60% (or simply 30M/50M).

This ratio does not remain constant:

- If tomorrow we add a partner whose streams are not included in TubeMogul’s index, then the percentage will fall.

- If alternatively YouTube continues on its march to consolidate video views and garners, say 90% of the total video streams generated online, then the ratio will increase.

For us, given the wide range of content, I would guesstimate that over time, TubeMogul’s ratio versus our total network will actually decrease, even if YouTube does in fact continue to amalgamate views just as Google garnered market share in search.

Across the sites that TubeMogul’s index tracks, we’re now almost doing 500,000 streams each week (and have crossed this mark a couple of times in the past year).  More importantly, we’re now doing 2-3 times the number of streams we did last June (the furthest TubeMogul’s great service lets me see).  However, since Tubemogul only measures 60% of our reach, then you can see that we’re now doing more than 500,000 streams across our total network.  Using the 60% ratio, we’re now doing 833,333 streams each week, nowhere what the big traditional media companies generate, but with absoluetly no marketing budget and a team of 10 people, it’s not exactly anything to be embarassed about either. Oh, as a bonus, our business isn’t shrinking by 20% either, so they can win that battle, for now.

Obviously, across our total network, we’re doing well over 100,000 streams each day, consistently, and growing nice and steady.  If you do the simple math using the 60% ratio, we’re doing 166,667 daily streams… which is about right, as we are on pace to do somewhere between 4M and 5M streams this month.

We also reach 15M consumers in malls, coffee shops, gyms and other retail outlets across North America according to Nielsen.  We’re also in talks with a couple of European OOH players.  But we’re not talking about outdoors now, are we?

Back to the challenge of building a presence online, as we highlighted previously in the post “Three challenges facing online video producers“, the ability to build up consistenly-growing streams is a major problem because ad agencies don’t really care that you generated 1M streams last month, they want to make sure that you can deliver 1M streams next month, and the one after that. Then there is the issue that not all video streams are even equal… but that’s really for a separate post.

In fact, we’re quite confident that our streams will continue to demonstrate the hockey stick growth curve as we continue to pile on videos across an ever-growing list of distribution points.

Our WatchMojo.com channel on YouTube, for example, doesn’t even have 3,000 videos yet, even though our site has over 4,200 and our total pipeline of edited and unedited material comes close to hitting 5,000 videos.

Incidentally, check out the channel in the new widget YouTube is promoting below:

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