Half Of US Watching Online Videos

Dec 9th, 2008 | By | Category: General, Internet TV, Streaming Video, Video

comScore released its latest stats today on online media use.

Here are comScore’s top ten video destinations, ranked by numbers (in thousand) of videos viewed:

  1. Google Sites – 5,373,783
  2. Fox Interactive Media - 519,926
  3. Yahoo! Sites - 363,426
  4. Viacom Digital - 305,258
  5. Microsoft Sites - 286,464
  6. Hulu - 235,096
  7. Turner Network - 228,024
  8. Disney Online - 126,611
  9. AOL LLC - 122,580
  10. ESPN - 104,724

There are several highlights worth noting:

  • More than 147 million U.S. Internet users, or about half the country, watched an average of 92 videos per viewer in October. 
  • 77 percent of the total U.S. Internet audience viewed online video.
  • The average online video viewer watched 274 minutes of video.
  • More than 80 percent of the 18-34 year olds watched online video, higher than any other age segment. The average 18-34 year old online video viewer watched 4.8 hours of video during the month, also ranking above all other age segments.
  • The duration of the average online video was 3.0 minutes.
  • The duration of the average online video viewed at Hulu was 11.6 minutes, higher than any other video property in the top ten.

The site to watch is Hulu.

People are watching video 4 times longer at Hulu compared to other sites, and Hulu’s videos can all be ad-supported. Hulu may have YouTube beat, in terms of figuring out how to make Internet video pay. 

YouTube has said that about 3-4% of its videos can carry ads. Out of all the videos YouTube served, about 214,951,000 could carry ads – compared to all of Hulu’s 235,096,000 videos, which just happen to be four times as long, too.

Hulu’s rise could also prove to be a challenge for user-generated media. As Hulu proves that traditional media works online, sites like YouTube will have to adapt. It’s likely that they will feature more and more traditional media fare, because it will be more profitable content.

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One Response to “Half Of US Watching Online Videos”

  1. Chris M says:

    Every list that I see you put out you have never included Wizzard.tv Why?? It is the world’s largest podcast network with over 1 billion views a year. Hell ESPN uses it to distribute thier podcasts. And they are not even in the top twenty podcast shows on this site. Niether is NPR radio and they are both very large sites. I would like to see you talk about this site because the average video length is 25 mins. With over 35 million audience members and thier downloads are certified by Nielson Ratings. Which does not count all of the downloads just the top 600 out of the 17 thousand podcasts shows.

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