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BizReport : Research archives : September 29, 2009

comScore: Googlers view 10 billion videos in August

When it comes to online video, it seems the consumer audience is insatiable. According to the latest metrics from comScore more than 160 million US consumers watched online video clips during the month of August, with Google sites (including YouTube) capturing the attention of most viewers.

by Kristina Knight

According to the report Google sites were responsible for the ">viewing of more than 10 billion video clips for the month, about 40% of the total viewing. 99% of the Google clips were watched via YouTube.

Also in the top five were Microsoft sites (547 million clips, 2% market share), Viacom Digital (539 million clips, 2% share), Hulu (488 million clips, 1% share) and Fox Interactive Media (380 million clips, 1% share).

Other interesting findings include:

• 81% of US consumers watched an online clip
• On average, viewers consumed 582 minutes of video (9.7 hours)
• YouTube saw 120 million consumers log on
• Newcomer Hulu engaged consumers for just over one hour

Along with online video, consumers are also making fast work of mobile video. Many are using the same sites via mobile as they are via laptop or PC, but it is interesting to note that mobile video is expanding at rates similar to online methods of consumption. According to Knowledge Networks, ">mobility is the key for video. Consumers want to watch whenever and wherever they want - that includes at work, on the road and at home - so many are logging on from mobile devices as well as home computers.

Consumers are also sharing their favorite clips with friends and family via social networks and email, giving video clips - and the ads attached to them - extended life. A study from Yahoo, Interpret LLC, Warner Bros. Media Research, Havas Digital and Omnicom's PHD found that 28% of consumers are more likely to pay attention to online video ads than to television ads and then nearly one-third of the total time spent online these days is spent with online video.

Tags: comScore, Microsoft, online video, video advertising, video audience, video consumption, video engagement, video optimization, viral marketing, YouTube

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