TV Viewers Hit Web Video for Summer Break; Google Keeps Lead

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Includes: AABA, CBS, DIS, GE, GOOG, MSFT, NWSA, VIA
by: Marketing Charts

With network TV on summer hiatus, US TV viewers are seeking out video content, especially professionally produced material, over the internet. More than 158 million viewers consumed an average of 135 videos over the course of July, according to data from comScore Video Metrix (via MarketingVOX).

Online video viewing hit an all-time high, totaling 21.4 billion views in July alone. Google (NASDAQ:GOOG) remained the top US video property with 8.9 billion videos viewed, composing 42% of all videos viewed online. YouTube accounted for 99% of that. Viacom (NYSE:VIA) digital came in second, with 812 million views, or 3.8%, followed by Microsoft (NASDAQ:MSFT) sites with 631 million videos viewed (3%).

The figures shown below are based on video content sites and exclude video server networks. “Online video” also includes both streaming and progressive downloads: Google Sites beat a previous high, with 121 million unique viewers in July - that’s 74.1 videos viewed per viewer, followed by Microsoft Sites with 65 million viewers, or 9.8 videos per viewer.

Of the video ad networks, ScanScout Network ranked #1, with potential reach of 80.1 million viewers: 50.6% of the total viewing audience.Tremor Media came in second, with a potential reach of 71.1 million viewers - that’s 44.9% penetration - followed by YuMe, with 68.1 million viewers, or 43%.

Top video ad networks in terms of actual delivered reach were:

  • Tremor Video Network (20.1% viewer penetration)
  • Brightroll Video Network (17.4%)
  • BroadbandEnterprises.com (14.4%)

Other survey tidbits:

  • 81% of the total US internet audience viewed online video, with the average viewer watching 500 minutes of video - 8.3 hours.
  • 120.3 million users watched 8.9 billion videos on YouTube.com (74.1 videos each).
  • 48.2 million users watched 518.6 million videos on MySpace.com (10.8 videos each).
  • The average Hulu user watched 12.0 videos, totaling 1 hour and 13 minutes of videos per viewer.
  • The duration of the average online video was 3.7 minutes.

A recent Ipsos MediaCT MOTION study found Hulu’s growth is in fact fueling the rise in video streaming, primarily among young adults. Riding this wave, internet-enabled TVs are increasingly eroding the popularity of DVD and the physical TV format in general. Hulu is currently the third-most-popular place to watch online video. Unlike YouTube, it does not serve viewers outside the US.