YouTube Almost Hit 100 Videos Per Viewer Last Month

comScore has released their March 2010 Video Metrix numbers and one of the most fascinating things is that YouTube viewers are watching, on average, 96 videos in the month. That would be 3.2 videos per day, every day. Also, over 180 million U.S. web surfers watched video and YouTube nabbed over 136M of them, 96%.

Interesting, Google sites have 96 videos per user and 96% of the traffic. Some fancy mathematics would make some sort of pattern out of that, but it's too early for me to think like a rocket scientist so we'll just do a high-level pass of the numbers.

Top 10 Video Content Properties by Videos Viewed

U.S. Internet users watched 31.2 billion videos in March, with Google Sites ranking as the top video property with 13.1 billion videos, representing 41.8 percent of all videos viewed online. YouTube accounted for the vast majority of videos viewed at the property. Hulu ranked second with 1.1 billion videos, or 3.4 percent of all online videos viewed. Microsoft Sites ranked third with 655 million (2.1 percent), followed by Yahoo! Sites with 478 million (1.5 percent) and CBS Interactive with 457 million (1.5 percent).

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

Top 10 Video Content Properties by Viewers

More than 180 million viewers watched an average of 173 videos per viewer during the month of March. Google Sites attracted 136.0 million unique viewers during the month (96.0 videos per viewer), followed by Yahoo! Sites with 56.2 million viewers (8.5 videos per viewer) and CBS Interactive with 46.7 million viewers (9.8 videos per viewer).

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

Top Video Ad Networks by Potential Reach

In March, Tremor Media ranked as the top video ad network with a potential reach of 96.5 million viewers, or 53.5 percent of the total video viewing audience. Adconion Video Network ranked second with a potential reach of 81.6 million viewers (45.2 percent penetration) followed by Advertising.com Video Network with 80.8 million viewers (44.8 percent).

Other notable findings from March 2010 include:

• The top video ad networks in terms of their actual reach delivered were: Joost Video Network (by Adconion Media Group) with 38.0 percent penetration of online video viewers, SpotXchange Video Ad Network with 19.9 percent, and BBE with 19.1 percent.
• 84.8 percent of the total U.S. Internet audience viewed online video.
• 135.3 million viewers watched 12.9 billion videos on YouTube.com (95.6 videos per viewer).
• The average Hulu viewer watched 26.7 videos, totaling 2.6 hours of video per viewer.
• The duration of the average online video was 4.3 minutes.

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