Need-to-Know Web Video Stats: Traffic, Rentals, Revenues, UGC

comScore finally released its online video traffic stats from November today, showing YouTube up healthily and a total of 9.5 billion online videos viewed by 138 million Americans. Google sites had 31.3 percent of videos viewed and 41.8 percent of video viewers on the month, both up a couple points from the last published count in September. We trust comScore more than other analytics vendors when it comes to video measurement, because it counts video streams instead of page views.

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Fox Interactive and Yahoo were also up, but there were some losers: Viacom Digital down to 2.6 percent from 3.3 percent two months before (despite its new strategy of releasing clips for The Daily Show and others), and Time Warner, Microsoft, and ESPN down slightly. The only newcomers on the list were ABC.com (home of excellent quality streamed TV) and Break.com (also the only startup to show up).

And not to overwhelm, but one more point of comparison: the average videos watched by YouTube viewers was 39 videos, whereas second-place MySpace had just nine videos watched per viewer.

Overall, figures like average video duration and average number of videos consumed per month continued to rise gradually — e.g an average duration of 2.8 minutes, up from 2.7 in September. But when you add it up, 3.25 hours per person over the course of the month is a nice jump from 3 hours per person. There don’t seem to be any strong indicators that the writers’ strike — which began November 1 — significantly affected online video viewing.

Another optimistic stat: On the heels of Apple’s video rental announcement ABI Research said today it expected paid video downloads to grow to 2.4 billion in 2012 from 215 million in 2008. Rentals are expected to the most popular category, accounting for half of all downloads, followed by download-to-own and subscription.

Also, the Wall Street Journal today reported on stats from AccuStream pegging revenue from advertising on streaming video and audio at $1.37 billion last year, but as far as we can tell that’s based on a report that was released back in June. Some other interesting, more recent stuff out of AccuStream: there were 1.2 million user-generated videos published in 2007, with 26.5 million associated comments. MySpace TV’s library had the most comments per video, with an average of 36.9.

And user-generated video was seen 22 billion times in 2007, up 70 percent from 2006, according to AccuStream. The firm counted an average 10,695 views per user-generated video, but there must be some math in there we don’t understand, because that number of views times that number of videos would mean about half as many total video views. One more interesting observation: YouTube partner channels reportedly accounted for 10.6 percent of the site’s total views.

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