That's what ComScore is saying anyway. They say it's the first time the industry has topped that number and so it's a big deal. Their November 2009 comScore Video Metrix service showed that over 170 million U.S. Internet users watched online video during the month and almost 31 Billion videos seen.

Who is the top of the heap? Well as you should have expected, Google topped them all with just under 40% of all videos viewed. Hulu came in at a meager 3.0% but was still almost twice as much as the third place Viacom. Megavideo snuck into the 10th spot. It's surprising to me because, well, I've never heard of them.

Top U.S. Online Video Content Properties* by Videos Viewed November 2009
Total U.S. – Home/Work/University Locations
Property Videos(000) Share (%) of Video
Total Internet : Total Audience 30,986,670 100.0%
Google Sites 12,215,994 39.4%
Hulu 923,805 3.0%
Viacom Digital 499,497 1.6%
Microsoft Sites 479,638 1.5%
Yahoo! Sites 470,804 1.5%
Fox Interactive Media 446,460 1.4%
Turner Network 336,952 1.1%
CBS Interactive 287,588 0.9%
AOL LLC 227,797 0.7%
MEGAVIDEO.COM 201,199 0.6%

*Rankings based on video content sites; excludes video server networks.  Online video includes both streaming and progressive download video.

Of the just more than 170 million viewers, a full 75% were on Google sites (129M) with the next most popular destination being Yahoo with about 30% of that number (55M).  Amazon snuck into the 10th most popular, probably due to people watching videos to assist in their Christmas shopping. Now that brings up a good point. I would have liked to see what sites that are solely retail and using video to sell did for Nov/Dec in terms of views.

ALSO ►  5% of Videos on YouTube Drive 95% of the Views (Plus 7 More Fascinating Facts)
Top U.S. Online Video Content Properties* by Unique Viewers November 2009
Total U.S. – Home/Work/University Locations
Property Unique Viewers(000) AVG Videos/Viewer
Total Internet : Total Audience 170,647 181.6
Google Sites 129,037 94.7
Yahoo! Sites 55,145 8.5
Fox Interactive Media 49,981 8.9
CBS Interactive 47,460 6.1
Hulu 43,738 21.1
Microsoft Sites 43,280 11.1
Viacom Digital 42,572 11.7
FACEBOOK.COM 31,107 5.1
AOL LLC 30,992 7.4
Amazon Sites 27,169 2.6

*Rankings based on video content sites; excludes video server networks.  Online video includes both streaming and progressive download video.

On the ad network side of things It was Tremor rocking the competition again with an almost 50% potential reach. That means about 85M viewers.  That's a lot of ad dollars that are changing hands there. Runner up was Advertising.com with YuMe coming in third.

Top U.S. Online Video Ad Networks by Potential Reach of Unique Viewers November 2009
Total U.S. – Home/Work/University Locations
Property Unique Viewers(000) Viewer Penetration
Total Internet : Total Audience 170,647 100.0%
Tremor Media 84,977 49.8%
Advertising.com Video Network 80,403 47.1%
YuMe Video Network 73,419 43.0%
SpotXchange Video Ad Network 66,090 38.7%
BBE 55,562 32.6%
BrightRoll Video Network 49,754 29.2%
TidalTV 39,944 23.4%
ScanScout Network 33,531 19.6%
Digital Broadcasting Group (DBG) 26,283 15.4%
Nabbr 17,646 10.3

What else did comScore dig up for online video viewership in November? Tremor's actual reach was 20% penetration, BBE had 17.5% and Brightroll came in at 16.6% Somewhere around 85% of US Internet audiences watched a video. Average viewing time was 12.2 hours with average YouTube viewing at 94.3 videos per viewer (that's average? I watch maybe 10 a month!).

  • 38.6 million viewers watched 333.4 million videos on MySpace.com (8.6 videos per viewer).
  • The average Hulu viewer watched 21.1 videos, totaling 2.1 hours of videos per viewer. (that's 6 minutes per video average, not full shows certainly)
  • The duration of the average online video was 4.0 minutes.