Americans viewed a record 13.5 billion online videos during the month of October – with nearly 40% of them on Google’s YouTube – representing a 45% increase in video watching vs. a year ago, according to October data from the comScore Video Metrix service.
Top 10 Video Properties by No. of Videos Viewed
Google Sites once again ranked as the top US video property with nearly 5.4 billion videos viewed, with YouTube.com accounting for more than 98% of all videos viewed at the property. Fox Interactive Media ranked second with 520 million videos (3.8%), followed by Yahoo Sites with 363 million (2.7%), and Viacom Digital with 305 million (2.3%).
Hulu, a joint venture of NBC and Fox featuring full-length broadcast TV programs, ranked sixth with 235 million videos viewed (1.7%). This number has nearly doubled since July (when Hulu ranked 8th). Hulu also has the highest average duration of time per video view.
Top Online Video Properties by No. of Unique Viewers
More than 147 million US internet users watched an average of 92 videos per viewer in October. Google Sites attracted a record 100 million online video viewers – or more than two out of every three internet users who watched video during the month. Fox Interactive ranked second with 60.8 million viewers, followed by Yahoo Sites (45.2 million) and Microsoft Sites (30.7 million).
Additional findings from October:
- 77% of the total US internet audience viewed online video.
- The average online video viewer watched 274 minutes of video.
- More than 80% of those age 18-34 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.
- 99.5 million viewers watched 5.3 billion videos on YouTube.com (53.2 videos per viewer).
- 51.2 million viewers watched 520 million videos on MySpace.com (8.0 videos per viewer).
- The duration of the average online video is 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.