It's business time
Internet users watched a whopping 13.5 billion videos in October, an increase of 45% over October '07, according to data from the comScore Video Metrix service.
Among video properties, Google had a record 100.5 million unique video viewers (up from 83.7 million in April), with each watching an average of 53.5 videos. (YouTube accounts for 98% of videos viewed on Google properties.)
Though Fox Interactive Media/MySpace (60.8 million), Yahoo (45.2 million), Microsoft (30.7 million), and Viacom Digital (25.7 million) completed the top 5 slots by unique viewers, Hulu surged to the No. 6 position, reaching 24.0 million unique viewers in October. This is the first time that Hulu has cracked the comScore top 10. (The most recent set of data is from July '08.)
Hulu was sixth in terms of number of videos viewed in October, no small feat considering the duration of the average online video was 3 minutes, and Hulu's average was 11.6 minutes. The site — a joint venture of NBC and Fox — features full-length broadcast TV programs.
Silicon Alley Insider attributes much of the boost in viewership from the wildly popular Tina Fey/Sarah Palin videos leading up to the election, and speculates whether those numbers waned in November.
Hulu's overall market share is just 1.7%, comparable to the single-digit shares of all other sites in the top 10 excepting Google which took nearly 40% of the market, comScore said. In terms of ad revenue, it will likely equal YouTube's before the second half of 2009 — even though the latter enjoys global reach, and Hulu is currently confined to the continent.
comScore rankings are based on video content sites and excludes video server networks. Online video includes both streaming and progressive download video.