Online Video Continues Its Amazing Ascent

December 2007 data from comScore reflect the remarkable climb of online video from the margins of the Internet to a central part of the user experience. YouTube was the site that mainstreamed the phenomenon and it’s still looking in the rear-view mirror at competitors:

The December 2007 report revealed that U.S. Internet users watched more than 10 billion videos online during the month, representing the single heaviest month for online video consumption since comScore initiated its tracking service. Top-ranked video property Google Sites saw substantial growth and extended its video market share gains, now accounting for nearly one out of every three videos viewed online.

comScore video data 1

comScore video data 2

Other comScore findings include the following:

  • 77.6 million viewers watched 3.2 billion videos on YouTube.com (41.6 videos per viewer).
  • 40.5 million viewers watched 334 million videos on MySpace.com (8.2 videos per viewer).
  • Online viewers watched an average of 3.4 hours (203 minutes) of online video during the month, representing a 34-percent gain since the beginning of 2007.
  • The average online video duration was 2.8 minutes.
  • The average online video viewer consumed 72 videos.

The Internet is turning into TV (or a more dynamic version of it) and video will continue to grow as a feature of the consumer experience and as an advertising vehicle. The problem for traditional content producers and brand marketers is that the right ad model has yet to be found for video — except in the local context, where the content and the ad are one and the same.

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Flickr is soon adding video, which could become a very successful video destination depending on how they do it. Another thing to note about the comScore data above is how many more video views YouTube has vs. MySpace, its closest competitor (41 vs. 8 per user).


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