Online measurement company ComScore today released new data about online video viewing habits in the United States. According to the company, Americans viewed 12.7 billion online videos in November 2008, an average of 87 videos for each of the 146 million U.S. Internet users.
Google/YouTube attracted the lion's share of viewers, grabbing nearly 100 million uniques at a ridiculous 52.2 average videos per viewer. The company streamed more than 5.1 billion videos in all, grabbing just over a 40 percent share of the online video market. However, while YouTube has no trouble attracting eyeballs, Google still has trouble making money from the site.
Hulu held onto strong gains it made in October, holding the number six spot in the download rankings with 226 million videos streamed. The site also did very well in average video duration, reflecting the long-form television and movie content on the site. The average video length at Hulu was 11.9 minutes, higher than any other property in the top 10 and almost four times the 3.1 minutes of the average online video. That sort of retention should encourage advertisers looking for a more television-like advertising experience.
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