It’s that time of the month again. The comScore Video Metrix service has released the data for online video for August 2009. For yet another month all records have been broken as US Internet users continue to tune in and watch video online.
The breakdown goes like this: In the US alone in the month of August people watched over 25 billion videos online. Of this number around 40 percent were watched on Google sites. That percentage represents around 10 billion videos of which 99 percent were viewed on YouTube. You can expect a big announcement soon when YouTube alone accounts for over 10 billion videos in a calendar month.
Coming a long way behind that lion’s share of the market was Microsoft, Viacom and Hulu, each with around 2 percent of all videos consumed.
The highlights of comScores report show that over 80 percent of US internet users watched online video in August, with the average online video viewer consuming 9.7 hours of video over the month. Compared to TV consumption, these numbers are still modest, but I still wonder how long they can continue to rise.
As far as ad serving goes to the 161 million unique video viewers in the US, the largest network, Tremor Media, only reaches 40 percent of the potential audience. So even if the penetration of online video levels out in the coming months, the potential for ad revenue still has quite a way to catch up.