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Online video commands 12bn viewers

Online video commands 12bn viewers

Internet users in the US viewed 12.7 billion online videos in November last year, as the medium gains traction in 2009.

The new figures, from comScore, show that Google Sites rank as the top US video property with more than 5.1 billion videos viewed via YouTube each month, a 98 per cent share.

Figures from ABI Research reveal that online video viewers will conintue to grow by more than two-thirds to 941 million in 2013, from 563 million in 2008.

According to comScore, 77 per cent of the total US internet audience viewed online video in November last year. The average online video viewer watched 273 minutes of video.

More than 97 million viewers watched 5.1 billion videos on (52.3 videos per viewer), 52.5 million viewers watched 371 million videos on (7.1 videos per viewer) and the duration of the average online video was 3.1 minutes.

The 2013 estimate represents just over one-half of the 1.8 billion consumers expected to use the internet that year.

Although online video viewing is growing among internet users worldwide, viewing varies greatly from country to country.

Fox Interactive Media ranks second in terms of numbers of viewers of online video with 439 million videos (3.5 per cent), followed by Viacom Digital with 325 million (2.6 per cent) and Yahoo! Sites with 304 million (2.4 per cent).

Furthermore, advertising on television has held up since the recession, however the cracks will begin to appear in 2009 according to industry insiders, with most researchers predicting a five per cent or greater decline in spending.

It is predicted that the industry will see more branded entertainment and online video - such as Wayne Rooney's Street Striker "presented" by Coke Zero on Sky One and online channels such as BBC’s iPlayer and Channel 4’s catch-up service.



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