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YouTubeAs Google Sites Surpasses 10 Billion Video Views, Do TV Networks Still Matter?
September 29th, 2009 • Industry News, Studies & Research
Do traditional TV networks still matter? Recent attempts by networks to find online video business models has revealed the tension between the networks’ willingness to experiment and their desire to control how their content is distributed.
In August, online video reached another all-time high with more than 25 billion videos viewed during the month, according comScore. With YouTube accounting for 99% of its video views, Google was able to rake in more than 10 billion video views in total for the month of August in the U.S. — an increase of more than a billion views in just one month. comScore also credits the internet giant with nearly 40% of the total market share for all online video views. Other notable findings from August 2009 include:
- The average online video viewer watched 582 minutes of video, or 9.7 hours.
- 120.5 million viewers watched nearly 10 billion videos on YouTube.com (82.6 videos per viewer).
- 44.9 million viewers watched 340 million videos on MySpace.com (7.6 videos per viewer).
- The average Hulu viewer watched 12.7 videos, totaling 1 hour and 17 minutes of videos per viewer.
- The duration of the average online video was 3.7 minutes.
The comScore findings underscores the growth and importance of online video. A recent poll of nearly 300 media execs by JackMyers Media Business Report and Teletrax predicts that 40% of all video consumption will occur outside of the television set by 2012.
While user-generated video continues to be popular, there has been a dramatic increase in both the number of online video providers as well as the amount of professionally produced video available online. The frenetic wheeling and dealing for digital distribution of TV programs — just as the fall season is gearing up — reflects the television networks’ attempts to find Internet business models that can be profitable and still protect both their intellectual property and their brand identity.
