YouTube Gains Views, But Loses Market Share
The latest online video audience numbers, released today by ComScore, are sort of a good news/bad news scenario for Google’s YouTube. YouTube gained 5.4 Billion views in July 2008, but its share went down almost 10% over the same period. How can that be?
It’s a factor of more people are watching more videos generally, but while total video viewing is up, certain sites are benefiting more than others.
Take Hulu, for example, which grew video views 97% between July and October 2008, to reach 235 million views and move into the No. 6 spot. It went from 1% of the share of online videos viewed to 1.7%.
Also gaining share? Yahoo sites, which were responsible for 2.7% of all videos viewed with 363 million views, up from 2.4% share in July. Fox Interactive Media sites lost 0.1% in share, but gained 74 million views.
And Viacom Digital lost 0.1% of share but gained 59 million views. Disney lost the most share and was the only property in ComScore’s top 10 to actually lose video views between July and October; views were down 32%. But Disney property ESPN broke into the top 10 in October, with 105 million views.
When it came to unique viewers, the biggest riser was again Hulu, which broke into the top 10. And, noted ComScore, while the duration of the average online video was three minutes, the duration of the average online video viewed at Hulu was 11.6 minutes
Of course, before people go assuming YouTube’s lost its magic, it’s still a juggernaut. In October, the site commanded a whopping 39.7% of all videos viewed, with its next closest competitor being Fox Interactive with 3.8%. At some point, the law of large numbers was bound to catch up to it.
In total, 77% of the total U.S. internet audience viewed an online video in October, according to ComScore. So let’s just assume all CMO’s have their content strategy for 2009 fully loaded with video, to get maximum awareness, engagement and advocacy?!
Source: AdvertisingAge
If you enjoyed this post or want to share your opinion: please leave your comment below or subscribe to our rss feed to have future articles delivered to your feed reader. If you prefer daily updates connect to Twitter or for e-mail updates sign-up to receive our monthly newsletter.
Related Posts
You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.
I saw a job posting for Hulu in Chicago today. Unfortunately it was for Director of Ad Sales, for which I am far from qualified. Still, I’d give anything to work for that company.
I give credit to NBC and Fox for having the gumption to take a stab at the new revenue stream. YouTube is doing the same with the ads they offer on their videos. Two good article’s from the Times for you, Igor:
YouTube:
http://www.nytimes.com/2008/12/11/business/media/11youtube.html?_r=1&scp=3&sq=youtube&st=cse
Hulu:
http://www.nytimes.com/2008/10/29/business/media/29adco.html?scp=3&sq=hulu&st=cse
[...] YouTube Gains Views, But Loses Market Share [...]