77% of Total U.S. Internet Audience Watches Online Video. - New Comscore Metrics for Nov 2008

comScore, a leader in measuring the digital world, today released November 2008 data from the comScore Video Metrix service showing that U.S. Internet users viewed 12.7 billion online videos during the month, representing an increase of 34 percent versus year ago.

Hulu Retains #6 Ranking

In November, Google Sites once again ranked as the top U.S. video property with nearly 5.1 billion videos viewed (representing a 40 percent share of all videos viewed), with YouTube.com accounting for more than 98 percent of all videos viewed at the property. Fox Interactive Media ranked second with 439 million videos (3.5 percent), followed by Viacom Digital with 325 million (2.6 percent) and Yahoo! Sites with 304 million (2.4 percent). On the heels of a surge in viewership in October, Hulu retained its #6 position with 227 million videos viewed (1.8 percent).

Top U.S. Online Video Properties* by Videos Viewed

November 2008

Total U.S. – Home/Work/University Locations

Source: comScore Video Metrix

Property

Videos

(000)

Share (%) of

Videos

Total Internet

12,677,063

100.0

Google Sites

5,107,302

40.3

Fox Interactive Media

439,091

3.5

Viacom Digital

324,903

2.6

Yahoo! Sites

304,331

2.4

Microsoft Sites

296,285

2.3

Hulu

226,540

1.8

Turner Network

214,709

1.7

Disney Online

137,165

1.1

AOL LLC

115,306

0.9

ESPN

95,622

0.8

*Rankings based on video content sites; excludes video server networks. Online video includes both streaming and progressive download video.

Google Sites Draws 98 Million Video Viewers in November

More than 146 million U.S. Internet users watched an average of 87 videos per viewer in November. Google Sites attracted 98 million online video viewers, or approximately two out of every three Internet users who watched video during the month. Fox Interactive ranked second with 58.1 million viewers, followed by Yahoo! Sites (40 million) and Microsoft Sites (35 million).

Top U.S. Online Video Properties* by Unique Viewers

November 2008

Total U.S. – Home/Work/University Locations

Source: comScore Video Metrix

Property

Unique Viewers (000)

Average Videos per Viewer

Total Internet

146,064

86.8

Google Sites

97,928

52.2

Fox Interactive Media

58,115

7.6

Yahoo! Sites

39,956

7.6

Microsoft Sites

34,979

8.5

Viacom Digital

27,109

12.0

Hulu

22,456

10.1

AOL LLC

22,442

5.1

Turner Network

20,735

10.4

Disney Online

13,028

10.5

Time Warner – Excl. AOL

12,564

3.6

*Rankings based on video content sites; excludes video server networks. Online video includes both streaming and progressive download video.

Other notable findings from November 2008 include:

  • 77 percent of the total U.S. Internet audience viewed online video.
  • The average online video viewer watched 273 minutes of video.
  • 97 million viewers watched 5.1 billion videos on YouTube.com (52.3 videos per viewer).
  • 52.5 million viewers watched 371 million videos on MySpace.com (7.1 videos per viewer).
  • The duration of the average online video was 3.1 minutes.
  • The duration of the average online video viewed at Hulu was 11.9 minutes, higher than any other video property in the top ten.
About the Author -
Mark Robertson is the Founder and Publisher of ReelSEO, an online information resource dedicated to the fusion of video, technology, social media, search, and internet marketing. He is a YouTube Certified, video marketing consultant and video marketing expert, popular speaker, and considered to be a passionate leader within the online video and search marketing industries. View All Posts By -

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