161m US internet users watched online video in August
August saw 161 million US internet users watch online video – the largest audience ever recorded – according to the latest data from the comScore Video Metrix service.
Another record was broken in August, comScore revealed, with more than 25 billion videos viewed during the month.
Google sites accounted for more than 10 billion of these videos – 40% of all videos viewed online – with YouTube accounting for more than 99% of all videos viewed at Google sites.
Microsoft sites ranked second with 547 million (2.2%) followed by Viacom Digital with 539 million (2.1%) and Hulu with 488 million (1.9%).
| Property | Videos (000) | Share (%) of Videos |
|---|---|---|
| Total Internet | 25,366,195 | 100.0% |
| Google Sites | 10,051,924 | 39.6% |
| Microsoft Sites | 546,547 | 2.2% |
| Viacom Digital | 539,471 | 2.1% |
| Hulu | 488,255 | 1.9% |
| Fox Interactive Media | 380,115 | 1.5% |
| Yahoo! Sites | 355,226 | 1.4% |
| Turner Network | 298,991 | 1.2% |
| CBS Interactive | 168,993 | 0.7% |
| Disney Online | 162,934 | 0.6% |
Earlier this month, research from The Conference Board and TNS revealed that nearly one out of four US households watches TV online, up from 20% last year.TNS also found that Hulu.com is catching up with YouTube as one of the most popular sites for watching TV programmes online, with the number of households visiting Hulu.com increasing almost fourfold in the past year.
Also published earlier this month was The Online Video Advertising Buyers’ Guide, which predicted that UK media buyers will be increasing online video advertising budgets by 50% over the next 12 months.
The bi-annual report from Web TV Enterprise surveyed 101 media buyers booking pre-roll advertising campaigns and found that almost all (97%) were planning on either maintaining or increasing video advertising spend.