ComScore: Online video scores another big month

ComScore on Wednesday released October viewing statistics for online video. And although there weren't any surprises at the top, the figures did provide some interesting insight into how users are consuming video on the Web.

According to the research firm, more than 167 million U.S.-based Web users watched video online during October. All told, they watched 28 billion videos. Google easily led the pack, servicing a whopping 38 percent of all videos Americans viewed online, with 99 percent of those videos watched on YouTube.

In a distant second, Hulu delivered 856 million videos, accounting for 3.1 percent of the market and setting a new record for monthly views. Microsoft came in third, with 451 million videos viewed on its site, capturing 1.6 percent market share.

ComScore also took a look at the total number of viewers that consumed video content during October. The research firm found that the average viewer watched 167 videos during the month. Google sites attracted 126 million unique viewers. Fox Interactive Media followed Google, with 53 million unique viewers. Yahoo sites attracted 50 million viewers. Although Hulu didn't make the top three in unique viewers, the average user watched 20.1 videos on the site during October, representing another all-time high for the site.

Some interesting tidbits rounded out ComScore's report. According to the company, 84.4 percent of all United States.-based Web users viewed online video. The average viewer watched 10.8 hours of video in October, which is especially shocking, considering that the average online video was just 3.9 minutes long.

[jazzcrazed]

Actual content has to make a big difference here. Although a ton of viewers were on Google, the average video length is far shorter than on Hulu, where users are more likely to watch entire episodes (with ads).

[metomjr]

I'm curious where the 10.8 hours per average user came from. I'm online a lot...and I don't watch that much. Especially, like he said, since the average video was 3.9 minutes long. <br /> <br />Something doesn't add up here. Maybe the websites are tracking flash ads as well and calling those videos. Since most website ads are flash, that could really add up to that 10.8 hours. <br /> <br />I hate data reports when all the important details are omitted. I don't like summaries, I like depth. <br /> <br />I honestly think the numbers are inflated...83 videos per user on youtube? I guess I have to put it into perspective...I don't know how people send 10,000 text messages a month either.

[luke_marsh]

here we go everyone convergence alpha build 1. This is Nash Equilibrium doesn't meet server threshold at the raw end of the stick.<br />There is no way right now you can both grow the Internet video cloud system for new usage and provide full length Broadcast quality and HD content at the same time.<br />The mid lane buffering for such content and advanced inter co-operation still isn't in place for such a move.<br />What do these words mean ladies and gentle man. <br />The Rush hour part of internet Evolution has just started to really kick in and regardless of how crap you think my wording above is you'll have plenty of time to mull it over in the slow lanes.<br />You see the problem is this <br />Keynesian economics blurred with freeness do-sent actually work what you need is a complex hybrid where the load is shared to a far greater depth than just user peerage level and around upper management.<br />Like I said you'll have plenty of time to think about what I just said.<br />I warned them about this 15 years ago now and typical last minute world has only just cottoned on.<br />welcome to rush hour expect plenty of advertising and cars beeping.