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ComScore: Web Video Audience Flat, Usage Soars
The growth in the overall audience for online video has flattened out over the past year, though consumption had risen dramatically over that time, according to the latest figures issued by comScore.
During this past April, 71 percent of the total U.S. Internet audience, or 134,471 million users viewed online video. In terms of percentage, that’s down a few points from numbers issued by comScore back in May of 2007 when 74 percent of Web users, 132 million Americans streamed videos on the Web.
However, while the number of total streamers appears to have leveled off after a rapid growth period several years ago, those streamers are watching more clips each year. comScore found that viewers averaged 82 clips per month and 228 minutes of video viewing in April, versus the 63 clips and 158 minute averages recorded nearly a year earlier. A whopping 11 billion videos were consumed in the U.S. In April of this year.
Nearly 38 percent of those 11 billion videos were viewed on Google properties. In fact, users streamed 4,159,850 clips on Google’s sites during the month (98 percent of which can be attributed to category dominator YouTube). That represents an increase of nearly 133 percent since May of last year, when Google sites accounted for 1.8 billion streams, or 35 percent of the total.
Some of Google’s share growth appears to be coming at the expense of News Corp.’s MySpace. That social networking site is of course the core video property within Fox Interactive Media, which saw its total number of video streams dip to 557,663 in April of 2008 (5.1 percent) versus 680 million streams in May of last year. Yahoo also saw its total video figures drop slightly from 387 million streams last May to 352,359 this past April.
In terms of unique viewers, Google’ sites similarly dominated, as they drew 83.7 million uniques in April, found comScore, versus 52 million uniques on Fox Interactive sites (46 million on MySpace specifically) and 37.3 million viewers on Yahoo Sites.
– By Mike Shields
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