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Study: YouTube Video Views Decline

17 Jun, 2008 By: Erik Gruenwedel

Online video juggernaut YouTube in April continued to dominate monthly market share (38%) despite posting a 4.5% monthly decline in the number of videos viewed, according to a new report.

ComScore Inc., a Reston, Va.-based media data tracking service, said more than 4.1 billion videos from research behemoth Google Inc. — which owns YouTube — were viewed, compared to 4.3 billion in March.

YouTube accounted for 98% of all videos viewed on Google properties.

The report found that 18-to-34-year-olds (predominantly male) watched the most video, about 287 minutes per viewer.

Nearly 135 million U.S. Internet users viewed an average of 82 videos, compared to 139 million users and an average of 83 videos in March.

About 71% of the total U.S. Internet audience viewed online video in April, compared to 73.7% in March.

Overall, nearly 11 billion videos were viewed, down 4.5% from 11.5 billion in March.

Andrew Lipsman, analyst with comScore, said March had one more day (31) than April, which he said accounted for the difference.“March was an abnormally large [viewing month], but is not indicative of any trend or that video viewing is slowing down,” Lipsman said. “It is consistent with growth trends.”

Other online video properties included Fox Interactive Media, with 52 million unique viewers and 10.7% market share, compared to 54 million and 8.8% penetration in March; Yahoo sites, with 37.3 million (down from 37.5 million) and 9.4% market share (up from 8.7%); Microsoft sites with 29.9 million (up from 25.1 million) and 9% (down from 9.7%); Time Warner (excluding AOL) with 20.6 million (down from 22.3 million) and 6.7% penetration (down from 7.1%); AOL with 19.1 million (down from 21.8 million) and 5% penetration (up from 4.6%); Disney Online with 10.8 million (down from 12.2 million) and 9.1% (up from 8.8%); ESPN with 9 million (down from 10 million) and 9.2% (up from 8.9%) and CBS Corp. with 7.9 million (down from 9.4 million) and 7.1% share (up from 6.6%).

Another notable decliner was Viacom Digital, which saw unique viewers drop nearly 28% to 19.3 million unique visitors from 26.6 million in March, while market share actually rose 9.5%, to 10.3% from 9.4% last year.

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