December 5, 2011 by claudia.smith
According to comScore’s latest Video Metrix study, Google’s You Tube broke records in October of this year by attracting more than 20 million viewers in a single month, accounting for 49.1% of the total number of videos viewed in the US during October alone. Based on the findings of the latest comScore research, Americans accessing videos on the web spent an average of more than 20 hours watching content online last month:
“184 million U.S. Internet users watched online video content in October for an average of 21.1 hours per viewer. The total U.S. Internet audience viewed 42.6 billion videos, representing an all-time high.”
According to statistics published by the global leader in digital media analytics, You Tube/Google has an audience of just less than 161 million unique viewers; an impressive figure; and one that is three times that of Facebook, which comes in at second place with almost 60 million unique viewers. Based on comScore’s findings, VEVO registered in third position with “57 million [viewers], Microsoft Sites with 49.1 million and Viacom Digital with 48.2 million”.
The number of videos viewed online in October broke all previous records, and indicates that the future of digital media marketing lies with the proliferating online video market. The sheer volume of users, in the US alone, is testament to the increasing popularity of online video sites on a global scale:
“More than 42 billion videos were viewed during the month, with the average viewer watching a record 21.1 hours. Google Sites demonstrated the highest engagement with 7.1 hours per viewer.”
Earlier this year Yahoo was surpassed by YouTube as the second largest search engine, and has the added benefit of attracting users for prolonged periods of time. The reach of Google’s YouTube platform exemplifies the potential for online advertisements as a platform for marketers to reach potential target audiences, with digital media marketing video ads reaching a growing number of users globally, as more and more people utilise online video sites for extensive periods of time each month. As comScore goes on to note, 53% of the population in the US accessed online videos 47 times during October on average:
“Time spent watching video ads totaled more than 3.2 billion minutes during the month, with Tremor Video delivering the highest duration of video ads at 614 million minutes. Video ads reached 53 percent of the total U.S. population an average of 47 times during the month. Hulu delivered the highest frequency of video ads to its viewers with an average of 46.5.”
The potential to use promoted video ads as a lucrative digital media marketing platform are vast, and with Google operating their promoted ads in much the same way as their existing search ads platform, it is relatively easy to navigate, and provides advertisers with methods for attracting attention to a video ad, as well as increasing viewers and subscribers to a channel, with the objective of impacting upon downstream conversions.
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