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RSSNine Billion Videos Viewed Online in July
According to a comScore recent release, nearly 75 percent of U.S. Internet users watched an average of three hours of online video during the month of July, with Americans viewing more than 9 billion videos online.
Google Sites ranked as the top U.S. video property with nearly 2.5 billion videos viewed (27.0 percent share of videos), 2.4 billion of which occurred at YouTube.com. Yahoo! Sites ranked second with 390 million (4.3 percent), followed by Fox Interactive Media with 298 million (3.3 percent) and Viacom Digital with 281 million (3.1 percent).
| Top U.S. Online Video Properties by Videos Viewed July 2007 | ||
| Property | Videos (MM) | Share (% )of Videos |
| Total Internet | 9,077 | 100.0% |
| Google Sites | 2,454 | 27.0% |
| Yahoo! Sites | 390 | 4.3% |
| Fox Interactive Media | 298 | 3.3% |
| Viacom Digital | 281 | 3.1% |
| Disney Online | 182 | 2.0% |
| Time Warner Network | 181 | 2.0% |
| Microsoft Sites | 149 | 1.6% |
| ESPN | 75 | 0.8% |
| Veoh.com | 53 | 0.6% |
| Comcast Corporation | 51 | 0.6% |
| Source: comScore Video Metrix | ||
In total, nearly 134 million Americans viewed online video in July, or approximately three in four U.S. Internet users. Google Sites also captured the largest online video audience with 67.8 million unique viewers, followed by Fox Interactive Media with 35.8 million and Yahoo! Sites with 35.3 million.
| Top U.S. Online Video Properties by Unique Video Viewers July 2007 | ||
| Property | Unique Viewers(000) | U.S.Internet Reach |
| Total Internet | 133,646 | 74.2% |
| Google Sites | 67,782 | 37.6% |
| Fox Interactive Media | 35,834 | 19.9% |
| Yahoo! Sites | 35,325 | 19.6% |
| Time Warner Network | 26,571 | 14.8% |
| Viacom Digital | 22,652 | 12.6% |
| Microsoft Sites | 18,847 | 10.5% |
| Disney Online | 13,907 | 7.7% |
| ESPN | 7,733 | 4.3% |
| MLB.com | 7,671 | 4.3% |
| Photobucket.com LLC | 6,684 | 3.7% |
| Source: comScore Video Metrix | ||
Other notable findings from July 2007 include:
- Online viewers watched an average of more than three hours of online video during the month (181 minutes).
- The average online video duration was 2.7 minutes.
- Nearly three out of four (74.2 percent) U.S. Internet users viewed video online.
- More than one out of three (36.7 percent) U.S. Internet users viewed video on YouTube.com.
- The average online video viewer consumed 68 videos, or more than two per day.
For more information about comScore Video Metrix, please visit here.
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Assuming its core data are bona fide, the company might have said correctly, "Nine Billion Views of Online Videos in July."
That confusion of "videos" with "views" is repeated more than once in the report detracts from the credibility of the company or its PR firm or both.
How can the average number of videos viewed per unique viewer vary so much between Google (36) and the rest-of-the-top-sites (min=7, max=12)?
While I understand that the Mediapost doesn't audit these reports, we should engage in a discussion with the author about how to understand the data and to assess its' credibility.
IMHO, comscore should do more to help us understand these glaring caveat-filled "facts".