• by Mark Walsh , April 9, 2009

Newspapers across the country may be scaling back to survive, but online video appears to be one area where they are expanding aggressively. An analysis of 187 U.S. newspaper Web sites by Web video provider Brightcove shows a surge in their video-related activity last year.

The number of videos uploaded by each newspaper to the Brightcove platform, for example, grew from an average of 186 per month to 638 in 2008. The overall total of uploads increased 1,500%.

On the consumer side, video streams are growing 35% per quarter, nearly tripling to 42.7 million during the fourth quarter of 2008 compared to the year-earlier period. Total video player "loads," or page views containing video, increased 700% -- suggesting that newspaper sites are putting video on more pages.

While Brightcove does not provide ad revenue figures, the company says nearly all of its newspaper partners are monetizing video content with advertising. The main ad format is the 30-second pre-roll video with 300 x 250 companion banner.

A growing number of newspapers are also relying on third-party ad networks to help sell and optimize their video inventory, according to Brightcove. The Boston-based company attributes the rapid growth to lower production costs, higher-quality video and the gradual consumer shift from print and broadcast media to online outlets.

"While the data and trends point to many positive signs, the question remains whether newspaper publishers will be able to ramp their digital initiatives and evolve their operations in time to save their businesses and ensure a growth position when they come out on the other side of the current recession," wrote Brightcove Communications Director Josh Hawkins in a post on the company blog Tuesday.

The company says it works with more than 30 major newspaper groups in the U.S., Europe and Asia including Cox Newspapers, Freedom Communications, Hearst Communications and Media News Group.