comScore Issues Latest Online Video Research

RESTON, September 11:
Americans watched 11.4 billion videos online in July, according to comScore,
accounting for a total of 558 million hours.

YouTube remains the
behemoth of this space, with a 44-percent share—there were 5 billion
videos viewed on the Google-owned site in the U.S. in July. Fox Interactive
Media ranked second with 446 million videos (3.9 percent), followed by
Microsoft sites with 282 million (2.5 percent) and Yahoo! sites with 269
million (2.4 percent). Hulu ranked eighth with 119 million videos, representing
just 1 percent of all videos viewed, below Viacom Digital, Disney Online and
Turner sites, and just ahead of AOL. CBS Corporation was ranked tenth, with
69.3 million videos viewed.

More than 142 million U.S.
Internet users watched an average of 80 videos per viewer in July. Google sites
attracted the most viewers (92.1 million), who watched an average of 55 videos
per person. Fox Interactive attracted the second most viewers (54.9 million),
followed by Yahoo! sites (37.6 million) and Microsoft sites (32.6 million).

comScore also notes that
75 percent of the total U.S. Internet audience viewed online video in July. The
average online video viewer watched 235 minutes of video. The duration of the
average online video was 2.9 minutes.

—By Mansha Daswani