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Americans Visiting International Video Sites

comScore released a study from its "comScore Video Metrix" service of U.S. video streaming activity at a selection of up-and-coming video sharing sites.

The study examined six video-sharing sites that did not make comScore’s ranking of the top ten U.S. video properties for the month and reveals that French site Dailymotion.com had a particularly strong position in the U.S. video-sharing market in April 2007.

Dailymotion.com has taken hold in the U.S., drawing more than 4.7 million video streamers in April. The average video streamer at Dailymotion.com viewed more than 10 videos and nearly one hour of video content in the month.

Metacafe.com also generated substantial activity, as 3.7 million streamers viewed 33 million video streams, while Break.com saw 3.1 million streamers view 32 million video streams. Veoh.com, which attracted the smallest video-viewing audience of the group, had the highest level of user engagement with more than 104 minutes per streamer, benefiting from the many full-length videos hosted on the site.

"There's been a great deal of speculation in the marketplace about which site is the next YouTube, and each of these next-tier sites has a particular draw," said Erin Hunter, comScore's executive vice president of media and entertainment solutions. "While it will clearly be very difficult for any video site to replicate what YouTube has accomplished, Dailymotion.com is stating the strongest case at the moment, both domestically and internationally."

comScore also examined the demographic composition of video streamers at these sites, revealing some interesting differences in the age of the audience each site attracts. I believe that this insight will assist marketers who are interested in target marketing to a specific cluster.

The coveted 18-34 age segment represented 41 percent of Break.com's audience, followed by Dailymotion.com (37 percent) and Veoh.com (37 percent). Heavy Networks drew the largest share of its video streamers from those younger than 18 years of age (18 percent), while Revver.com and Metacafe.com drew the largest share among people age 35-44 (24 percent).

Added Ms. Hunter, "The challenge for these video-sharing sites, which rely quite a bit on user-generated content, is monetizing content over which advertisers have little control. That these sites generate such a large share of activity from younger visitors, however, is probably very compelling to advertisers."

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