Interesting take on the declining relative importance of social networks in this Hitwise release today on the continuing rapid rise of YouTube to online video dominance:
Hitwise … today announced that for the month of March 2008, YouTube accounted for 73.18 percent of all U.S. visits among a custom category of 68 online video websites. MySpaceTV received the second highest percentage of visits with 9.21 percent followed by Google Video with 4.06 percent.
…"As online video becomes more mainstream with internet users, the share referred traffic from the younger audiences of social networks is declining, shifting instead toward search," said Heather Dougherty, director of research, Hitwise. "Integration into search engine result pages through universal and blended search is increasing both the exposure of online videos and the importance of search as a traffic driver in the online video category."