comScore and Compete have published the latest video industry stats and there’s plenty of good data there:
From comScore:
More videos are consumed on Google properties (read YouTube) than any other network or property….
and more and more people are watching clips on Google (read YouTube properties):
From Compete:
The findings from comScore also include:
Other notable findings from September 2007 include:
- Nearly 70 million people viewed more than 2.5 billion videos on YouTube.com.
- More than 38 million people viewed approximately 360 million videos on MySpace.com. MySpace TV accounted for 766,000 viewers and 1.1 million videos.
- Online viewers watched an average of slightly more than three hours of online video during the month (181 minutes).
- The average online video duration was 2.7 minutes.
- The average online video viewer consumed 68 videos, or more than two per day.
I’ve said this frequently, but YouTube’s $1.65B deal is looking cheap. They not only own search, but their lead in video is pretty commanding, too.
In the greater picture, video is clearly where search was in 1999-2000. In other words, a major part of the online ecosystem, searching for a revenue model.
The business model with regards to advertising is embryonic, but the distribution channels are quite developed…
To further put things into perspective:
“September saw Americans view more than 9 billion videos online”
Now consider the following:
- ComScore recently released worldwide search statistics showing 15B monthly searches in North America, following up on their recent report showing 9.8B monthly U.S. core searches.
You see that video will be much bigger than search pretty soon. Moreover, since 47% of time is spent consuming content vs. 5% searching (report) then it can almost be argued that video has a 9x premium over search.
Of course, something like 7 websites out of 10 are discovered via search and search has proven to be highly monetizable… but no one will tell me that video - powered by TV’s $75B ad market - won’t be as monetized as search. That is sheer folly. Undoubtedly, video will be a far, far greater slice of the total ad market online than search. More on that here.
Subscribe: