The Long Tail of Video Viewing Shows The Underdogs On Top

Share on

Everyone talks about YouTube, heck, even we talk about them in various forms and for various reasons. They’re the 800lb gorilla, only we all talk about it all the time. Well this time round I’m not (yes, I know I just did). I’m going to talk about all those other sites out there that show video.

Right so looking down the list of websites that are mainly focusing on video takes quite some time these days. Since we’re talking about time that’s the perfect segue. Over 50% of all time spent watching videos, is not on that site I said I wouldn’t talk about. In fact almost 75% of all time is spent watching video elsewhere. 52% of that time is spent on the lower half of the charts, the sub Top 25 video sites. While (damn I have to say it) YouTube is pulling 26% of the time spent, and a massive amount of streams (some 13 Billion a month now) they only account for a quarter of time spent watching video.

Crazy huh? Unfortunately, comScore’s 2009 US Digital Year in Review, where I gleaned this super keen information, did not list the video sites in question. What we can list are the sites that are NOT in those which are consuming 75% of online video viewing (you can then extrapolate a lot from that I imagine).

Below is the list of the Top 50 properties ranked by comScore.Why? Well here’s the thinking.

If 50% of these sites are in the Top 25 Video Properties, you then know the top 25. We of course know that the top 10 video properties include (number is their rank below) Google sites (1), Hulu , Microsoft Sites (3), Fox Interactive Media (7), Yahoo Sites (2), Viacom Digital (17), Turner Network (11), CBS (12), Megavideo and AOL (4).

We can guess that Facebook, Comcast, Disney all rank in the video sites mentioned so that gives us 13.

Probably also ranking in the Video sites are – NBC Universal, ESPN, Time Warner, Discovery and maybe That gives us a total of roughly 18 sites. Throw in ABC (not listed anywhere so far) and we’ve got 19. Amazon is probably included as it is in the German version so that’s 20. Come up with 5 more and we’ve got a pretty accurate list. Myspace, MetaCafe, Blinx, DailyMotion and of course NetFlix (comScore ranked them top 20).

After all that work, I found this:

comScore Video Metrix (U.S.)Videos (000)
Total Internet : Total Audience33,242,835
1. Google Sites13,242,487
2. Hulu1,013,494
3. Microsoft Sites561,052
4. Fox Interactive Media550,505
5. Yahoo! Sites539,416
6. Viacom Digital372,641
7. Turner Network366,987
8. CBS Interactive297,298
10. AOL LLC209,957
11. Vevo174,911
12. Disney Online171,946
13. ESPN165,743
14. FACEBOOK.COM164,581
15. Blinkx164,287
16. NBC Universal160,205
18. JUSTIN.TV128,102
19. NETFLIX.COM127,016
20. Break Media120,104

Well… I was close and missed Vevo, Justin.TV and Break Media.

Everyone else, you’re the ones that people are watching for long periods of time. Well done! Who are you?!

Share on


October 2018

View Leaderboards

Most Popular

Read More Insights

Facebook Video Views and Posts: Lies, Damned Lies, and Statistics

Facebook Video Views and Posts: Lies, Damned Lies, and Statistics

It's been 18 months since YouTube released any concrete statistics about views or uploads. In the meantime, we are being bombarded with data about video consumption on Facebook and how the site is out-performing YouTube when it comes to video views. But should we put our faith in every statistic we read?

Read More Arrow pointing right
© 2018 Tubular Insights & Tubular Labs, Inc.