Thursday, February 10, 2011

ComScore: 'Online Video Gains Momentum'

In its 2010 U.S. Digital Year in Review whitepaper on prevailing trends and their implications for the future, ComScore reports that online video "continued to gain momentum, with an average of 179 million Americans
watching video each month."

Engagement levels also rose during the year, with viewers watching online videos more frequently. More than 88.6 million people watched online video on an average day in December 2010 (up 32 percent from December 2009), while viewing sessions totaled 5.8 billion for the month (up 13 percent).

Americans also spent a significantly higher number of hours viewing online video in 2010 versus the prior year due to increased content consumption and more video ad streams. The average American spent more than 14 hours watching online video in December, a 12-percent increase from last year, and streamed a record 201 videos, an 8-percent increase.
There was also good news about video advertising, which "now reaches 7 out of 10 Americans online, and nearly 1 out of 2 Americans nationwide each month. In December 2010, video ad networks served 5.9 billion ads, averaging 40 ads per viewer and 0.4 minutes per ad."

(Click on image to enlarge)

ComScore's 2011 projection:

Online video viewing continues to account for an increasing amount of consumers’ time online, as content options, quality and convenience drive people to this channel. Video ads will continue to offer advertisers an engaging venue to reach their target audience and will be an important aspect of the development of the online video industry. In 2011, look for cross media relationships to take center stage as the convergence of traditional TV and online video viewing continues to blur the lines between media channels.

ComScore is a leading online marketing research company. Download the full report here.

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