Skip to main content

Rise of Hulu and Decline of Network TV Ads

More than 167 million U.S. Internet users watched online video during the month of October 2009, according to a market study by comScore. Online video viewing continued to reach record levels in October -- with nearly 28 billion videos viewed during the month.

Google websites continued to rank as the top U.S. video property in October as it delivered 10.5 billion videos viewed. YouTube.com accounted for nearly 99 percent of all videos viewed at the Google properties.

Hulu ranked second with 856 million videos viewed (3.1 percent) followed by Microsoft websites with 451 million (1.6 percent) and Fox Interactive Media with 446 million (1.6 percent).

More than 167 million viewers watched an average of 160+ videos per viewer during the month of October. Google websites attracted 126 million unique viewers during the month (83.5 videos per viewer), followed by Fox Interactive Media with more than 53 million viewers (8.4 videos per viewer) and Yahoo! websites with 50 million viewers (6.8 videos per viewer).

The average Hulu viewer watched 20.1 videos during the month, representing another all-time high for the property.

In October, Tremor Media ranked as the #1 video ad network with a potential reach of 75 million viewers, or 45.0 percent of the total viewing audience. YuMe Video Network ranked second with a potential reach of 68 million viewers (40.4 percent penetration) followed by Broadband Enterprises (BBE) with 67 million viewers (40.0 percent).

Clearly, Hulu's success contributes to the cannibalization of TV network advertising revenue. The trend from linear TV program viewing to on-demand video viewing is already solidified -- in both advertisers and consumers minds.

Even if Hulu were to shift to a pay-per-view or subscription model tomorrow, this would not alter the behavior pattern that's been established.

Some of those who refuse to pay Hulu will merely watch readily available video content on one of the multitude of other advertiser-supported websites. Others will simply download the blocked TV show videos, once again, from the P2P Darknet. Industry analysts describe what appears to be a no-win situation for the big-media companies.

Other findings from the comScore study include:

- 84.4 percent of the total U.S. Internet audience viewed online video.

- The average online video viewer watched 10.8 hours of video.

- 125.3 million viewers watched nearly 10.4 billion videos on YouTube.com (83.1 videos per viewer).

- 41.1 million viewers watched 313.5 million videos on MySpace.com (7.6 videos per viewer).

Popular posts from this blog

Industrial and Manufacturing Technology Growth

In an evolving era of rapid advancement, market demand for innovative technology in the industrial and manufacturing sectors is skyrocketing. Leaders are recognizing the immense potential of digital transformation and are driving initiatives to integrate technologies into their business operations.  These initiatives aim to enhance efficiency, reduce costs, and ultimately drive growth and competitiveness in an increasingly digital business upward trajectory. The industrial and manufacturing sectors have been the backbone of the Global Networked Economy, contributing $16 trillion in value in 2021. Industrial and Manufacturing Tech Market Development   This growth represents a 20 percent increase from 2020, highlighting the resilience and adaptability of these sectors in the face of unprecedented challenges, according to the latest worldwide market study by ABI Research . The five largest manufacturing verticals -- automotive, computer and electronic, primary metal, food, and machinery -

GenAI Revolution: The Future of B2B Sales Apps

When B2B buyers consider a purchase they spend just 17 percent of that time meeting with vendors. When they are comparing multiple suppliers‚ time spent with any one salesperson is 5 or 6 percent. Self-directed B2B buyer online research has already changed procurement. IT vendors are less likely to be involved in solution assessment. Now, more disruptive changes are on the horizon. By 2028, 60 percent of B2B seller work will be executed through conversational user interfaces via Generative Artificial Intelligence sales technologies -- that's up from less than 5 percent in 2023, according to Gartner. Generative AI Market Development "Sales operations leaders and their technology teams must prepare for the convergence of new forms of artificial intelligence, dynamic process automation, and reinvented deal-planning activities that will transform the sales function," said Adnan Zijadic, director analyst at Gartner . According to the Gartner assessment, Generative AI (GenAI) s

Rise of AI-Enabled Smart Traffic Management

The demand for smart traffic management systems has grown due to rising urban populations and increasing vehicle ownership. With more people and cars concentrated in cities, problems like traffic congestion, air pollution, and greenhouse gas emissions are pressing issues. Since the early 2000s, government leaders have been exploring ways to leverage advances in IoT connectivity, sensors, artificial intelligence (AI), and data analytics to address these transportation challenges. The concept of a Smart City emerged in the 2010s, with smart mobility and intelligent traffic management as key components.  Smart Traffic Management Market Development Concerns about continued climate change, as well as cost savings from improved traffic flow, have further motivated local government investment in these advanced systems. According to the latest worldwide market study by Juniper Research, they found that by 2028, smart traffic management investment will be up by 75 percent from a 2023 figure of