YouTube Attracts 100 Million U.S. Viewers

    March 5, 2009

Online video continues to make gains in the U.S. with Internet users viewing 14.8 billion videos during the month of January, representing an increase of 4 percent over December, according to comScore.

YouTube was the most popular property, accounting for 91 percent of the incremental gain in the number of videos viewed versus December, as it exceeded 100 million viewers for the first time.

Google sites continue to rank as the top U.S. video property with 6.4 billion videos viewed (43 % online video market share), with YouTube accounting for more than 99 percent of all videos viewed at the property.

Fox Interactive Media ranked second with 552 million videos (3.7%), followed by Yahoo sites with 374 million (2.5%) and Viacom Digital with 288 million (1.9%). Megavideo jumped 15 percent (103 million videos) in January to land a spot in the top ten for the first time.

More than 147 million U.S. Internet users watched an average of 101 videos per viewer in January. Google sites grew to 102 million online video viewers during the month, or more than two out of every three Internet users who watched video. Fox Interactive took the second spot with 62.1 million viewers, trailed by Yahoo sites (41.9 million) and Microsoft sites (30 million).

Top U.S. Online Video Properties by Videos Viewed

More than three-quarters (76.8%) of the total U.S. Internet audience viewed online video. The average online video viewer watched 356 minutes of video (about 6 hours), up 15 percent over December.

YouTube pulled in 100.9 million viewers who watched 6.3 billion videos on the property (62.6 videos per viewer). MySpace grabbed 54.1 million viewers who watched 473 million videos (8.7 videos per viewer).

The length of the average online video was 3.5 minutes, up from 3.2 minutes per video in December. The average time spent watching online video at Megavideo was 24.9 minutes, higher than any other video property in the top ten.