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UK web users viewed 5.5 billion online videos in February 2010, a 37% increase from 4 billion in February 2009, according to comScore Video Metrix data.

Google Sites Grow 17%
With YouTube.com accounting for 99.6% of all videos viewed on the property, Google Sites dominated the UK online video market. Of the 5.5 billion total videos viewed in February 2010, 2.48 billion, or 45%, were viewed on Google Sites. This number was also a healthy 17% increase from 2.11 billion total videos viewed on the property in February 2009.

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BBC ranked second with 140 million videos, or about 2.5% of all videos viewed. The number of videos viewed on BBC grew a substantial 143% from 57.6 million in February 2009. Megavideo.com ranked third with 53.5 million videos, or about 1% of all videos viewed. The number of videos viewed on Megavideo.com jumped 103% year-over-year from 26.3 million. Facebook.com ranked fourth with 42.6 million videos, or less than 1% of all videos viewed. However, Facebook underwent 205% growth in videos viewed compared to 14 million in February 2009.

Channel 4’s Young Audience Consumes Most Videos Per Viewer
The online video viewing audience at the sites of the UK’s leading TV stations exhibit significantly different skews by age and gender. While the BBC’s video viewing audience tends to be male (index of 110) and spread between the ages of 25 and 54, Channel 4 skews heavily toward the 15-24 year old age group with an index of 154. The site was visited evenly by males and females but women watched five more videos (21.7) then male viewers on the site during the month. ITV Sites had the least appeal to males (index 84) and captured a larger proportion of female viewers of all three sites (index 119).

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Google Sites Have Similar Lock on Much Larger US Online Video Market
Americans watched 28.1 billion online videos in February 2010, according to earlier findings from the comScore Video Metrix service. Google Sites also dominated the US online video market, at a similar but slightly lower share. Driven almost exclusively by YouTube, Google Sites continued to account for roughly four in 10 online videos viewed, with users watching 11.9 billion videos on Google Sites in February 2010.

Hulu ranked second with 912.5 million videos, or 3.2% of all online videos viewed. Microsoft Sites ranked third with 623 million (2.2%), followed by Yahoo Sites with 455 million (1.6%) and Turner Network with 318 million (1.1%).

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