The quarterly research shows that for the first time, social media has driven more traffic than search engine Yahoo!. Facebook is now second only to Google for referring traffic.
Tracking a global sample of some 2,000 news and entertainment websites, the research shows that Facebook now accounts for 9.6% of all referrals. Google remains by far the largest referrer, with some 55% of referrals.
Social networks are to drive brand awareness.
Newspapers now account for more video than broadcasters and experienced 51% growth in the number of video titles uploaded.
Broadcasters have fewer, but longer titles, while newspapers are producing many more, but shorter titles, on a more regular basis.
Web users are posting and watching more video. There is a 127% rise in the number of videos watched, and a 23% growth in the number posted.
Viewers are also highly engaged, with completion rates for brand marketers at 47%, broadcasters at 44%, and online media properties, such as blogs, at 45.9%.
Viewers are most engaged on weekdays, peaking on Wednesdays. By category, brand marketers and online media saw peaks in total views on Thursdays.
At the weekends, including Friday, video has the highest engagement per view, based on average minutes watched across the aggregate sample.
Different media peaked at different times, with magazines and online peaking during working hours, while newspapers have more steady engagement into the evening hours.
Broadcaster views peak during traditional "prime-time" hours, from 6pm to 11pm, mirroring their television counterparts.
Google, last week, published its own video, thanking its advertisers for using its AdWords service over the past decade.