85.3% of the U.S. Internet Audience Viewed Online Videos in September 2011

mountain-biker-gets-taken-out-by-buckThe data for September 2011 has just been released by comScore Video Metrix. It shows that 182 million U.S. Internet users watched 39.8 billion videos that month. This means 85.3 percent of the U.S. Internet audience watched online video content in September for an average of 19.5 hours per viewer.

As my mother used to say, “That’s bigger than a breadbox.”

Google Sites, driven primarily by video viewing at YouTube.com, ranked as the top online video content property in September with 161 million unique viewers. Even the most watched network television prime-time broadcasts – including multiple Super Bowls, mini-series, series finales, special events, and regular television shows – haven’t reached that many Americans.

VEVO ranked second with 57.3 million unique viewers that month. Microsoft Sites climbed to the third position with 54 million viewers, followed by Viacom Digital with 53.4 million and Facebook.com with 49.9 million. Hulu, which is officially no longer for sale https://www.searchenginewatch.com/article/2118451/Is-Google-Still-Interested-In-Buying-Hulu, ranked 10th with 27.1 million viewers.

Although comScore reported that Americans viewed more than 6.8 billion video ads in September, this only includes streaming-video advertising and doesn’t include other types of video monetization, such as overlays, branded players, and matching banner ads. So, these numbers are very conservative, if you want to be charitable, or comScore is grossly underestimating the ads served on YouTube, if you want to be provocative.

Finally, September marks the second month of official rankings for comScore YouTube Partner Reporting, which provides a comparison of viewership across thousands of YouTube partners and their channels. The latest data revealed that video music channels VEVO (57.3 million viewers) and Warner Music (28.8 million viewers) maintained the top two positions. Also holding on to their respective positions were gaming channel Machinima, which ranked third with 17 million viewers, followed by Maker Studios with 9 million, Demand Media with 6.8 million, and Revision3 with 5.4 million.

So, which videos were the most-watched during the past month?

Well, according to the YouTube charts as of this writing, several were music videos. This includes Jennifer Lopez – Papi, which has more than 17 million views.

But it also includes Nicki Minaj – Super Bass By Sophia Grace Brownlee, which has more than 15 million views.

However, other categories of video content were also going viral.

For example, Mountain Biker gets taken out by BUCK – CRAZY Footage – Only in Africa received more than 11 million views.

And PlayStation’s “Michael” – PS3 Long Live Play – Full Length received more than 9.7 million views.

Finally, there’s 29 years old and hearing myself for the first time! , which has more than 8 million views.

It’s worth noting that there isn’t a funny cat video in the top 40.

So, maybe, just maybe it’s time for all of us to watch Social Media | Dispelling viral myths – what is viral success?

The IAB UK spoke with Steve Filler, the commercial director at Unruly Media about the myths surrounding viral videos. Filler discussed how videos can become successful online and explained why certain examples such as Evian Roller Babies international version, The T-Mobile Dance and Charlie bit my finger – again! became such huge hits throughout the world.

Filler made several points, but essentially marketers need to question their assumptions about what makes a video “go viral.”

That’s sound advice – whether you like funny cat videos or not.

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