A bit of Harry Potter magic?

Wed 15 July 2009 15:11, Bas van den Beld

A bit of Harry Potter magic?

Today the new Harry Potter movie, Harry Potter and the Half-Blood Prince, will be premiering in the theaters. Two years after the last one, Harry Potter and the Order of the Phoenix, Potterfans are getting ready for some new pieces of magic.

But will the magic be transfered to the online world? Will Harry Potter be as popular online as it was for the last five movies? Compete looked at some numbers and found some interesting results. We looked a little bit further and it looks like the movie is missing the book.

With that last sentence I mean that where in recent years a new movie was accompanied by a new book this year it's only the movie which is launched, since J.K. Rowling decided to call it quits after her last book two years ago. And that shows: there is less 'online buzz' around Harry Potter then there was before.

Compete looked at where searchers were directed when searching for a term related to Harry Potter. Not surprisingly they were directed to the studio releasing the movie, Warner Brothers, most, followed by Wikipedia, IMDB.com and Youtube. All sites got a lift from the marketing efforts of the studio.


But compared to two years ago aggregate traffic to these four sites is down slightly. The studio for example saw a 29% decrease in traffic in June ’09 compared to June ’07. Then again, on YouTube searches for "Harry Potter" rose 91%.

Looking at these numbers you can conclude that though there is less 'regular' traffic, traffic has changed to other online areas, like YouTube, which wasn't as popular two years ago as it is now.

When looking at Google Trends the web search volume for "Harry Potter" is clearly less now than it was two years ago.

If you look at other sources Potter still is a 'hot topic'. On Twitter it has been a trending topic for a while now while on YouTube Harry Potter is amongst the most popular videos in the Film & Animation area.

Finally, looking at Europe we can see that the UK seems to be most interested in the magical adventures of young Potter. However the Netherlands is very close and it seems that over the last couple of days the Dutch were even looking for Harry Potter more often than the Brits.

As a conclusion we can say that Harry Potter is slightly less popular than two years ago, but that has probably something to do with there not being a book this year. Also the trend that people are using more different platforms than two years ago to find their Harry Potter-items is clear.

But without a doubt Harry will use his magic stick and fire up a new Harry Potter mania.

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