Americans Watch 33B Online Videos in Dec. ’09

February 8, 2010

This article is included in these additional categories:

Analytics, Automated & MarTech | Media & Entertainment | Paid Search | Retail & E-Commerce | Technology

Americans watched 33.2 billion online videos in December 2009, according to data from the comScore Video Metrix service.

Nearly 178 million US internet users watched online video during the month.

Online Video Watchers Prefer Google Sites
Google Sites accounted for 13.2 billion videos, or almost 40% of total online videos viewed in December accounted for nearly 99 percent of all videos viewed at Google Sites. Hulu ranked second with more than 1 billion videos viewed, an all-time high for the property, representing 3% market share. Microsoft Sites ranked third with 561 million (1.7%), followed by Fox Interactive Media with 551 million (1.7%) and Yahoo! Sites with 539 million (1.6%).


Google Dominates Unique Viewers
Google Sites also came out the clear winner in unique online video viewers during December 2009. Out of 178 million viewers, 135.8 million viewers watched an average of 97.5 videos each. Yahoo Sites came in second with 59.8 million viewers watching an average of nine videos each. Fox Interactive Media came in third with 56.8 million viewers watching an average of 9.7 videos each. Hulu, which came in sixth with about 44.2 million unique viewers, set an individual all-time high for average number of videos watched, 22.9.


Tremor Media Leads Video Ad Networks in Potential Reach
In December 2009, Tremor Media ranked as the top video ad network with a potential reach of 103.7 million viewers, or 58.3% of the total viewing audience. BBE ranked second with a potential reach of 101.1 million viewers (56.9% penetration), followed by Video Network with 83.6 million viewers (47% penetration).


Other Notable Findings

  • The top video ad networks in terms of their actual reach delivered were: Tremor Media Video Network with 30.5% penetration of online video viewers, BrightRoll Video Network with 21.7%, and BBE with 21.2%.
  • Jambo Media, an online video solutions company, delivered videos to 39.4 million unique viewers, representing a reach comparable to that of video content providers in the top ten.
  • 86.5% of the total U.S. internet audience viewed online video.
  • 134.4 million viewers watched more than 13 billion videos on (97.1 videos per viewer).
  • 44.9 million viewers watched 423.3 million videos on MySpace Sites (9.4 videos per viewer).
  • The duration of the average online video was 4.1 minutes.

Online Video Viewing, Google Sites Continue Strong Growth
Online video viewing in general and Google Sites in particular continued strong growth patterns from November 2009 into December 2009, according to comScore VideoMetrix. More than 170 million US internet users watched online video during November 2009, and a then-record high of nearly 31 billion videos were viewed during the month.

Google Sites ranked as the top US video property, accounting for 39% of all videos viewed online. Google Sites delivered 12.2 billion videos viewed with accounting for nearly 99% of all videos viewed at the property. Tremor Media also ranked as the number video ad network in November 2009, with a potential reach of 85 million viewers, or 49.8% of the total viewing audience.

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