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Sunday, February 8, 2009

The Latest Video Statistics Are Out – Guess Who’s On Top?

Posted by @ 4:44 pm

ComScore have released the latest video statistics for December 2008, which shows that Americans watched a record 14.3 billion videos during the month. Nearly 150 million U.S. internet users watched an average of 96 videos each in December.

As you might have guessed, Google lead the growth with which accounted for over 41% of overall video views. Fox Interactive (who owns came in second with only 3.1% of overall view views.

The stats for December 2008 are below:

YouTube has grown from 39.7% of overall views in October 2008, to 41.2% of views in December, but how have the other sites been performing? I’ve put together a graph to show the performance of each of the smaller sites from Oct – Dec 08:

As you can see, almost every site has dropped some percent of market share to YouTube, with the exception of Disney Online and AOL. Hardest hit was Fox Interactive who dropped from 3.8% in October to 3.1% in December.

ComScore have also released other notable statistics from the December 2008 study:

  • 78.5 percent of the total U.S. Internet audience viewed online video.
  • The average online video viewer watched 309 minutes of video, or more than 5 hours.
  • 98.9 million viewers watched 5.9 billion videos on (59.2 videos per viewer).
  • 48.7 million viewers watched 367 million videos on (7.6 videos per viewer).
  • The duration of the average online video was 3.2 minutes.
  • The duration of the average online video viewed at Hulu was 10.1 minutes, higher than any other video property in the top ten.

With the spread of broadband and the adoption of online video by small business, I have a strong feeling that YouTube will continue to lead a growth in online video during Jan 09.


Matthew Elshaw Matt is a marketing professional at, an international search marketing firm. Matt's passion for online marketing began at university and has proved invaluable in steering product development and marketing initiatives at the company. Matt is a regular contributor to the ineedhits search marketing blog.

View Matthew Elshaw's profile

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