YouTube Continues To Grow Video Share

For all the hype surrounding audience segmentation, YouTube and its parent Google continue to take an ever-larger share of U.S. Web video watchers, according to comScore's latest Video Metrix report.

In November, more than 75% of U.S. Web users watched a video online--including both streaming video and progressive downloads--averaging 3.25 hours of video per person during the month, comScore reports.

Google Sites, which includes YouTube, managed to increase their video market share by more than two percentage points to 31.3% from October to November.

All told, Americans viewed nearly 9.5 billion online videos in November--with Google Sites once again ranking as the top U.S. video property with 3 billion videos viewed, 2.9 billion of which occurred at

Fox Interactive Media ranked second with 419 million videos viewed--or 4.4%--followed by Yahoo Sites with 328 million--3.5%--and Viacom Digital with 304 million--2.6%.

In total, 138 million Americans--approximately three in four U.S Internet users--viewed online video in November. Google Sites also captured the largest online video audience with 76.2 million unique viewers, followed by Fox Interactive Media with 46.3 million and Yahoo Sites with 37.3 million.

Other notable November findings from comScore included the fact that 74.5 million people viewed 2.9 billion videos on, or 39 videos per viewer. Also, 43.2 million people viewed 389 million videos on, or 9 videos per viewer.

Online viewers watched an average of 3.25 hours, or 195 minutes, of Web video during November, representing a 29% gain from the 2.52 hours--151 minutes--watched in January 2007.

Furthermore, the average online video duration was 2.8 minutes, while the average online video viewer consumed 69 videos in November.

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