Believe in the Power of Niche Video Content: Little Wine Library TV is Beating the Wine Spectator!

This is inspiring. Gary Vaynerchuk, a 30-year-old wine merchant in New Jersey had the idea to launch a daily web video show where he would taste different wines each day. After two years, he has built a loyal following. His site has twice the traffic of the Wine Spectator, the bible of wine rating and lifestyle. Amazing but true.

Gary visited the Beet.TV studios recently to explain how he developed the show and the elements for its viral growth. Gary makes the point that there is an audience for a range of niche topics and wine is just one. We agree. (We insert part of Gary's show into the clip, so please keep watching as the second half of the interview follows the brief break.)

Pasted below is the most recent Alexa numbers comparing Wine Library and The Wine Spectator. By the way, the Wine Spectator has some good videos too, but they are not getting the viewership of Gary's.

Recently Gary did a great Champagne tasting session at Beet.TV. The bottle explodes!!

-- Andy Plesser

Posted on 02/08/2008 at 1:49 PM
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Comments

Hey there...thanks for mentioning my article Kyle! On the subject of views Gary told me in Dec. that each episode generates about 40,000 views. That's a lot!
Daisy

Posted by: Daisy Whitney | Monday, February 11, 2008 at 11:04 AM

alexa numbers are not always accurate -- but they give a good indication of trends. it's also true that gary's videos are embedded in different places, and alexa doesn't follow where they all seen. but, i though i'd post the alexa numbers to demonstrate the point of success in a niche vs an established player in the Wine Spectator. Andy

Posted by: andy plesser | Sunday, February 10, 2008 at 09:00 AM

Gary doesn't have ads. There was a piece in Television Week that said he could be earning 6 digits: http://www.tvweek.com/news/2007/12/online_fame_easy_ads_harder_to.php

Posted by: Julia | Saturday, February 09, 2008 at 09:34 AM

Any input on ad revenue?

Posted by: kyle | Friday, February 08, 2008 at 05:36 PM

I'm not sure Alexa is giving a comparison of video viewership. Maybe page views to the domain, but you would have to ask Gary about his numbers across his video hosting providers as well as the amount of video embeds of his shows. Same is true for Wine Spectator - they are using Brightcove for their platform and allow video embeds of their video clips.

Posted by: bp | Friday, February 08, 2008 at 03:38 PM