Online Video Viewing Accelerates

February 16, 2010

This article is included in these additional categories:

Analytics, Automated & MarTech | Media & Entertainment | Technology | Television

Online video viewing accelerated in 2009, with 19% more people in the US viewing more videos for longer periods of time, according to comScore Video Metrix data from the comScore 2009 US Digital Year in Review.

In December 2009, 86% of the total US online population, or 178 million people, viewed video content, compared to 150 million people in December 2008. Americans also viewed a significantly higher number of videos in 2009 compared to the prior year, due to both increased content consumption and a growing number of video ads being delivered. The average online viewer consumed 187 videos in December 2009, up 95% from 96 videos in December 2008.


The number of videos viewed grew almost 150%, from 14.3 billion to 33.2 billion, while the duration of the average video viewed grew 28%, from 3.2 to 4.1 minutes.

Hulu Viewership Jumps in 2009
The past year saw Hulu continue its rapid ascent as one of the top video content providers, reflecting a broader shift toward consumption of more long-form, premium video content online and the increasing fragmentation of traditional TV viewing.


In December 2009, Hulu viewers watched more than 1 billion streams for a combined 5.8 billion minutes (97 million hours), up 140% from approximately 2.3 billion combined minutes (38 million hours) in December 2008. The average Hulu viewer watched more than two hours of online video during the month.

Online Video Market Fragments

Top-ranked video site YouTube accounted for 26% of total time spent viewing video in December 2009. This was more time than viewers spent viewing video on the combined sites ranked numbers two to 25. However, the majority of online video, 52%, was consumed at sites outside the top 25, suggesting increased fragmentation of the online video market.


Online Video Watchers Prefer Google Sites
Google Sites accounted for 13.2 billion videos, or almost 40% of total online videos viewed in December 2009, according to earlier comScore Video Metrix data. accounted for nearly 99% 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%).

About the Survey: Video Metrix results were taken from the comScore 2009 US Digital Year in Review.

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