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BizReport : Advertising archives : November 02, 2009

Video Update: Nearly 170 million viewers are watching

With the new autumn television season upon us in the US it seems even more consumers are logging on to catch up with favorites. The fall season launched in late September and research from metrics firm comScore shows that just over 168 million consumers hit the Internet to watch clips or entire episodes.

by Kristina Knight

The report, based only on September 2009 numbers, finds that ">26 billion clips were viewed during the month with most being seen over Google sites (including YouTube). Nearly 10.5 billion clips were viewed over Google sites. However,, the new online video site which allows consumers to watch entire episodes of some series, jumped to the number two slot. More than 5.8 million clips were viewed on Hulu. Also in the top five were Fox Interactive Media (5.4 million clips) and Viacom Digital (5.1 million clips). Yahoo Sites ranked fifth with 4.28 million clips shown.

Other interesting findings include:

• 84.8% of the online US population are now watching video clips
• The average viewer is now watching nearly 10 hours of content
• The average clip remains just under four minutes in length

Before jumping to start a video campaign, however, marketers still need to do their research. Simply transferring television or cable spots onto the Internet will not capture or engage the online audience. These consumers have been shown to want a different type of video ad content - shorter messages, more direct calls to action and more creative spots in general.

Unicast vice president of marketing Bryan Hjelm suggests presenting content in a different way so that the user will engage. Integrating video with social networks, for example, will likely push traffic to branded social pages and advertising on social networks has been shown to be more engaging with the consumer.

Tags: comScore, online video, rich video, Unicast, video advertising, video viewers

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