Dow Jones has grown its digital video traffic by four times in the last year, says Rahul Chopra, VP of Video Programming at Dow Jones, during a recent interview with Beet.TV at the Wall Street Journal offices in New York. The growth comes in part from a wider reach; Dow Jones videos are now distributed across 30 platforms, including Apple TV, Roku and XBox, up from 12 in 2011.
Chopra estimates that Dow Jones is producing four to five hours of live video each day, but still derives a lot of views from on-demand video. The spikes come in the morning, driven by short news pieces, and in the evening when in-depth video features dominate. Video also helps to reach new audiences, he explains. “It’s a way to introduce our brand to a younger audience, first movers, tech savvy, 30- to 35 year-old, highly social highly mobile,” he adds.
Other distribution partners include YouTube. Chopra says on election night its videos earned more than 1 million views on that site.