Time Spent Watching Video Jumps 40% in One Year

One way to think about online video is to consider how big a chunk it takes out of our daily lives. The amount of time U.S. Internet users spend watching video is up an impressive 40 percent year over year. Watchers tuned in for 273.1 minutes of online video in the month of November 2008, up from 195 minutes in November 2007, according to comScore.

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That’s not the only measure that went up. The number of videos viewed increased 34 percent, to 12.7 billion videos, up from 9.5 billion last November. But the number of video viewers is not growing quite as fast; it was up 6 percent, to 146 million from 138 million. Still, that’s stayed fairly constant since last year at about three-quarters of total U.S. Internet users (which is not in itself a fast-growing category).

In terms of where we’re watching, YouTube is clearly at the top of the heap — accounting for 98 percent of Google’s 40.3 percent market share — but other players have shifted on and off the top 10. There’s Hulu, of course; it’s at No. 6. Turner Network also made its way onto the list, while Break and ABC.com dropped off.

Earlier, there was some kerfuffle over whether Hulu had seen a significant post-election drop in video traffic, though I think Chris did a good job demystifying how that was a matter of understanding comScore’s various metrics. Hulu had only a small drop if you look at the numbers specific to video streams.

comScore competitor Nielsen also recently released its November U.S. video stats, though most figures are smaller due to methodology differences over things like counting plays of embedded videos.

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