78.5% of the U.S. internet audience viewed online video.
The average online viewer watched more than 5 hours.
In
December, Google and YouTube once again ranked as the top U.S. video property with
5.9 billion videos viewed accounting for 41% of the total online video market. Fox Interactive Media ranked a distant second with 445 million videos (3.1%), followed by Yahoo! sites with 330 million (2.3%) and Viacom Digital
with 291 million (2.0%). Hulu continued climbing
and was up 6% vs. November to 241 million videos viewed.
Top
U.S. Online Video Properties* by Videos Viewed December
2008 Total U.S. – Home/Work/University Locations Source:
comScore Video Metrix Property Videos (000) Share
(%) of Videos
Total Internet 14,318,722 100.0 Google Sites 5,905,854 41.2 Fox Interactive Media 444,865 3.1 Yahoo! Sites 330,025 2.3 Viacom Digital 290,558 2.0 Microsoft Sites 247,903 1.7 Hulu.com 240,585 1.7 AOL LLC 197,135 1.4 Turner Network 183,948 1.3 Disney Online 148,434 1.0 ESPN 102,542 0.7 *Rankings based on video content
sites; excludes video server networks.
Online video includes both streaming and progressive download video.
Nearly 150 million U.S. Internet users watched an average of 96 videos per viewer in December. Google Sites surpassed 100 million online video viewers during the month, representing two out of every three Internet users who watched video. Fox Interactive ranked second with 56.9 million viewers, followed by Yahoo! Sites (42.8 million) and AOL LLC (31.5 million).
Other notable findings from December include:
- 98.9 million viewers watched 5.9 billion videos on YouTube.com (59.2 videos per viewer).
- 48.7 million viewers watched 367 million videos on MySpace.com (7.6 videos per viewer).
- 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.
Top
U.S. Online Video Properties* by Unique Viewers December
2008 Total U.S. – Home/Work/University Locations Source:
comScore Video Metrix Property Unique
Viewers (000) Average
Videos per Viewer Total Internet 149,587 95.7 Google Sites 100,092 59.0 Fox Interactive Media 56,895 7.8 Yahoo! Sites 42,761 7.7 AOL LLC 31,522 6.3 Microsoft Sites 29,534 8.4 Viacom Digital 27,370 10.6 Hulu.com 24,572 9.8 Turner Network 20,499 9.0 Time Warner - Excl. AOL 17,294 2.8 CBS Corporation 14,840 3.7 *Rankings based on video content
sites; excludes video server networks.
Online video includes both streaming and progressive download video.
