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BizReport : Research archives : March 05, 2009

comScore: Video viewing increases 15%

Think online video is a passing fad to be avoided in favor of more long-lasting advertising mediums? Think again. According to a new comScore report video viewing increased 15% from December 2008 to January 2009.

by Kristina Knight

The report also finds that for the first time YouTube viewers passed the 100 million viewer mark.

Researchers found that, along with the surge in unique viewers and viewing more than 75% of American consumers are now watching online video clips. On average, these viewers spend more than 350 minutes per month watching video clips - that is more than six hours of engaged time for consumers. Taken one step further, each consumer spent about 3.5 minutes per video.

Google sites, including YouTube, continue to pull in the most viewers and the most viewing time. Google sites accounted for more than 100 million viewers who consumed more than 6 billion video clips in January. pulled in 54 million viewers who watched more than 470 million video clips.

Although marketers are still finding out which video options are the best fit, the continued rise of video viewers and time spent on video make video marketing one online option that should not be ignored. Studies show that consumers who are watching video clips are very engaged with the content because they choose the content to watch. By sponsoring video clips in pre- or post-roll ads, marketers can reap the benefits of this engaged audience.

Tags: comScore Media Metrix, online video, video ad targeting, video advertising, video marketing

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