Americans are increasingly turning to the web for video, averaging 3.25 hours of video per person during the month of November, according to new data released by comScore today. Americans viewed nearly 9.5 billion online videos during the month and Google was the leading destination, with 3 billion videos viewed (31.3 percent share of all videos viewed), 2.9 billion of which occurred at YouTube.com (30.6 percent). Fox Interactive Media ranked second with 419 million videos viewed (4.4 percent), followed by Yahoo! Sites with 328 million (3.5 percent) and Viacom Digital with 304 million (2.6 percent).
ComScore also says that watching video on the web has become ubiquitous, with 138 million Americans (roughly three in four U.S Internet users) turning to the web for video.
Other notable findings from November 2007 include:
- 74.5 million people viewed 2.9 billion videos on YouTube.com (39 videos per viewer)
- 43.2 million people viewed 389 million videos on MySpace.com (9 videos per viewer)
- Online viewers watched an average of 3.25 hours (195 minutes) of online video during the month, representing a 29-percent gain from the 2.52 hours (151 minutes) watched in January 2007
- The average online video duration was 2.8 minutes
- The average online video viewer consumed 69 videos