But I’ve always been somewhat bearish about how much all surfers actually consumer web video.  I must say, that all changed today with the following comScore figures (I always take these things with a grain of salt, but still…). 

Summarizing the highlights, and they are highlights:

• Online viewers watched an average of 158 minutes of streaming video per streamer.
• The average video stream duration was 2.5 minutes.
• Nearly three out of four (74.3 percent) U.S. Internet users streamed video online.
• More than one out of three (35 percent) U.S. Internet users streamed video on YouTube.com.
• The average online video viewer consumed 63 video streams, or more than two per day.

These are tipping point numbers: 3 out of 4?  more than per day?

It’s funny, while these are macro-level stats, a lot of this reasonates with our stats in the micro-system that is WatchMojo.com.  Then again, I can extrapolate the stats on our syndication network and trust me, this isn’t fluff… these numbers really are in line with what we’re seeing.

For example:

- 3 out of 4 users that visits the Mojo Supreme network that includes a bunch of content sees a video.
- the average video viewer sees 3 videos per visit.

What is really amazing is that online video has yet to take off, let alone crystalize. 

Related:

- Read my lips: We’re not UGC!
- Understanding TV executives angst and envy
- TV vs Web Video Tug of War
- Will Digital revenues ever be incremental?
- Google’s Missing Piece of the Puzzle