Study: The Whole World Is Watching (Online Video)


A whopping 158 million U.S. Internet users -- or 80% of the nation's online population -- watched online video in July, according to new data from comScore Video Metrix. A total of 21.4 billion videos were viewed during the month.

The duration of the average online video was 3.7 minutes, while the average online video viewer watched about 500 minutes of video, or 8.3 hours, according to the research company.

In July, Google Sites continued to rank as the top U.S. video property with a record 8.9 billion videos viewed, making up 42% of all videos viewed online. accounted for more than 99% of all videos viewed at the property.

Viacom Digital ranked a distant second with 812 million -- at 3.8 percent -- followed by Microsoft Sites with 631 million videos viewed -- at 3%.

More than 158 million viewers watched an average of 135 videos during the month of July.



Google Sites surpassed its all-time high with 121 million unique viewers during the month -- 74.1 videos per viewer -- followed by Microsoft Sites with 65 million viewers -- 9.8 videos per viewer. Fox Interactive Media did the same with 52 million viewers -- 10.8 videos per viewer.

The average Hulu viewer watched 12 videos, totaling 1 hour and 13 minutes of videos per viewer.

In July, ScanScout Network ranked as the Number 1 video ad network with a potential reach of 80.1 million viewers, or 50.6% of the total viewing audience.

Tremor Media ranked second with a potential reach of 71.1 million viewers -- 44.9 percent penetration -- followed by YuMe Video Network with 68.1 million viewers, at 43%.

Tremor Video Network ranked as the largest ad network in terms of actual delivered reach with 20% viewer penetration followed by Brightroll Video Network, at 17.4% and BBE, at 14.4%.

4 comments about "Study: The Whole World Is Watching (Online Video)".
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  1. Pooky Amsterdam from PookyMedia, August 28, 2009 at 11:17 a.m.

    Indeed Agreed! Video is a remarkable way of engaging a target audience with meaningful content. Using the remarkable 3D graphical engine that Second Life gives for a fraction of the cost of expensive 3D animation my award winning shop is part of this fantastic process. AVATAR the movie for $230 million??!! Get your own Avatar Series for a whole lot less!!

  2. Peter Contardo from Endavo Media, August 28, 2009 at 5:34 p.m.

    Not only are more people watching online videos, but this summer, they've also posted/shared videos at increasing numbers, too. We share some related ideas on this at

  3. John Grono from GAP Research, August 28, 2009 at 7:29 p.m.

    I couldn't agree more Pooky - video is remarkably engaging. But to add some sobering persepctive, the average person in the US watches 274 minutes of television per day. Put another way, it takes television less than two days to amass what it takes online a month to do.

  4. Tania Yuki, August 31, 2009 at 10:41 a.m.

    John that's a good point - and a huge part of why it's often more helpful to think of online video as something that complements rather than competes with television. Even though we see amazing month over month and YOY growth in video, it is still a small- though significant - portion of overall media consumption and we need to understand how to add video successfully to an overall media plan

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