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Internet-enabled TV Drives IP Video Adoption

According to the latest market study by comScore, more than 170 million U.S. Internet users watched online video during November 2009. Nearly 31 billion videos were viewed during the month, and Google Web sites accounting for 39 percent of all videos viewed online in the U.S. market.

Google continued to rank as the top U.S. video property in November -- as it delivered 12.2 billion videos viewed with YouTube.com, accounting for nearly 99 percent of all videos viewed. Hulu ranked second with 924 million videos viewed (3.0 percent) followed by Viacom Digital with 500 million (1.6 percent) and Microsoft Sites with 480 million (1.5 percent).

More than 170 million viewers watched an average of 182 videos per viewer during the month of November. Google attracted 129 million unique viewers during the month (94.7 videos per viewer), followed by Yahoo! with more than 55 million viewers (8.5 videos per viewer) and Fox Interactive Media with 50 million viewers (8.9 videos per viewer). The average Hulu viewer watched 21.1 videos.

In November, Tremor Media ranked as the number one video ad network with a potential reach of 85 million viewers -- or 49.8 percent of the total viewing audience. Advertising.com Video Network ranked second with a potential reach of 80 million viewers (47.1 percent penetration) followed by YuMe Video Network with 73 million viewers (43.0 percent).

I predict that the upcoming end of 2009 results will likely set the benchmark for the era before an Internet-enabled TV becomes a mainstream product. In 2010, given the CE vendor announcements at CES this week, I'd anticipate that IP Video consumption will accelerate again -- as the next wave of consumers take advantage of the ease-of-use gained by a new Internet-ready TV.

Other highlights from the comScore study include:

- The top video ad networks in terms of their actual reach delivered were: Tremor Media Video Network with 20.0 percent penetration of online video viewers, BBE with 17.5 percent, and BrightRoll Video Network with 16.6 percent.

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

- The average online video viewer watched 12.2 hours of video.

- 128.1 million viewers watched more than 12 billion videos on YouTube.com (94.3 videos per viewer).

- 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.

- The duration of the average online video was 4.0 minutes.

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