January 6, 2009 by Matt Thomas
US Internet users appear to be becoming more and more used to watching video content online. According to ComScore, a US market researcher, in November of last year Americans watched 12.7 billion online videos. This figure shows an increase of 34 percent on the figures for the same time in 2007.
ComScore also revealed that, surprise, surprise, its Google sites that provide far more of these viewing opportunities than anyone else. In fact, around 40 percent of all videos viewed online originated on Google sites. Obviously, YouTube in a major factor in that figure – in fact, the site accounts for 98 per cent that 40 percent figure. Significantly, that means that more than a third of all the video content viewed online comes either from the site itself, or is viewed through embedded YouTube players on third party websites. Really puts YouTube’s phenomenal dominance into perspective, doesn’t it?
The closest ‘competitor,’ if you can really call it that, is Fox Interactive media, though seeing as they account for only about 3.5 percent of the total videos watched I doubt the YouTube team are losing much sleep.
Not that Fox won’t make money – the market for online video ads is expected to grow 45 percent this year. A rising tide lifts all ships, as they say.
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