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comScore: Hulu, Amazon Gain in January Online Video Consumption

20 Feb, 2012 By: Erik Gruenwedel

Total online video viewership increases 6% in the month, compared with the same period last year

Unique online video viewers of Hulu, Amazon and NBC Universal, respectively, contributed to a 6% increase in total online viewership in January, compared with January 2011, according to new data from comScore.

The comScore data includes subscription video-on-demand services such as Netflix and Hulu Plus, but not Amazon Prime, according to a spokesperson.

Hulu generated 31.3 million unique viewers in the month or 17.2% of total U.S. online video viewing. That compares with 24.9 million viewers and 14.5% market share in January 2011. Amazon had 27.9 million viewers or 15.4% of the market. The ecommerce behemoth's viwers were largely due to Web services hosting traffic and its IMDb.com movie data website. NBC Universal had 14.9% market share and 27 million viewers.

Both NBC Universal and Amazon did not rank among the top 10 online video properties in January 2011.

The number of people watching online video content in January reached 181 million, compared with 171 million in January 2011.

Google-owned YouTube again dominated online video viewing, generating nearly 152 million unique viewers or 84% of the market. That compares with 144 million unique viewers last year — an increase that can be attributed as much to an increase in total online video consumption as YouTube’s recent bow of branded entertainment channels.

Music video site VEVO finished No. 2 with 51.4 million unique viewers and 28.3% market share — down 0.5% from last year. Yahoo! sites topped 49.2 million viewers and 27.1% market share, compared to 28.4% in 2011. Viacom Digital tallied 48.1 million viewers and 26.5% market share — a 1.6% drop since last year. AOL market percentage dropped to 22.5% from 26%, with unique views reaching nearly 41 million — down from 44.5 million in 2011.

Indeed, Turner Digital and Fox Interactive Media did not make the top 10 in January.

Microsoft properties increased viewer penetration 0.6% to 41.4 million from 38.1 million last year.

Facebook, which recently announced a planned IPO launch, generated 45.1 million viewers and 24.9% market share — up 0.4% from 42 million viewers in January 2011.

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