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comScore: Yahoo Losing Video Viewers

19 Dec, 2013 By: Erik Gruenwedel

Following the highly-touted arrival of CEO Marissa Meyers from Google last year, Yahoo has implemented a high-profile makeover aimed at restoring the dotcom pioneer’s brand and driving traffic back to its website and related properties.

In the latest (November) online video measurement numbers from comScore, Yahoo is back among the top online video destinations despite the fact unique viewership is down 13% from the same period last year.

Yahoo finished with 45.8 million unique viewers consuming 343 million videos, or 62 minutes per viewer. In November 2012, Yahoo tabulated 52.2 million unique viewers consuming 418 million videos, or 50 minutes per viewer.

Yahoo was the only property in comScore’s top 10 ranking of online video companies that saw a viewership decline. AOL, again continued its own resurgence with a 42% spike in unique viewers to 73 million, who consumed 1.3 billion videos, or 70.2 minutes per viewer.

Other notable gainers included Amazon, which upped unique viewers 26% to 42.2 million and 182.5 million videos, or 19.6 minutes per viewer; and Facebook, up 23% with 66 million unique viewers, or 28 minutes per viewer.

Perennial leader YouTube saw unique viewership increase 7% to 163.5 million viewers, who consumed 14.7 billion (largely user-generated) videos, or a whopping 388 minutes per viewer.

Meanwhile, Hulu again rated as the online video destination with the most ads (88.7) subjected upon its viewers during the month. Hulu, which said it will end 2013 with $1 billion in revenue, saw its U.S. market share drop to 5.2% from 7.9% last year.


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