Advanced Television

US online video viewing surges

February 6, 2009

comScore has released data from its Video Metrix service showing that US Internet users viewed a record 14.3 billion online videos during December, representing an increase of 13 per cent versus the previous month. YouTube led the growth charge, accounting for 49 per cent of the incremental gain in videos viewed versus November.

In December, Google Sites once again ranked as the top U.S. video property with 5.9 billion videos viewed (41 percent online video market share), with accounting for more than 99 perc ent of all videos viewed at the property. Fox Interactive Media ranked second with 445 million videos (3.1 per cent), followed by Yahoo! Sites with 330 million (2.3 per cent) and Viacom Digital with 291 million (2.0 per cent). Hulu continued its growth trajectory, climbing 6 per cent versus November to 241 million videos viewed.

Nearly 150 million U.S. Internet users watched an average of 96 videos per viewer in December.

Other notable findings from December 2008 include:

– 78.5 per cent of the total US Internet audience viewed online video.

– The average online video viewer watched 309 minutes of video, or more than 5 hours.

– The duration of the average online video was 3.2 minutes.

– The duration of the average online video viewed at Hulu was 10.1 minutes, higher than any other video property in the top ten.


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