400th post: 3 out of 4 Internet users watched a video in September

According to the recently released comScore Video Metrix report for September 2007, nearly 75 percent of U.S. Internet users watched a video online (including both streaming video and progressive downloads), averaging three hours of video per person during the month. Google Sites, which includes YouTube.com, topped the September rankings with both the most unique video viewers and most videos viewed.

In total, nearly 136 million Americans, or approximately three in four U.S Internet users, viewed online video in September. Google Sites also captured the largest online video audience with 71.6 million unique viewers, followed by Fox Interactive Media with 41.2 million and Yahoo! Sites with 39.6 million.

September saw Americans view more than 9 billion videos online, with Google Sites once again ranking as the top U.S. video property with 2.6 billion videos viewed (28.3 percent share of videos), 2.5 billion of which occurred at YouTube.com (27.6 percent). Fox Interactive Media ranked second with 387 million (4.2 percent), followed by Yahoo! Sites with 381 million (4.1 percent) and Viacom Digital with 304 million (3.3 percent).

Implications

With the continued growth of online video on the Internet, television will soon begin losing its importance as a media channel. I've already reported that users of the Internet spend the same amount of time on the Internet as people watching television. While television currently receives more ad dollars, when the the balance tips towards people spending more time on the Internet, the ad spending on television will decrease. The Internet will benefit as the share of ad spending lost by televsion decreases, and it shifts to the Internet.

Flickr Creative Commons Contributor Today: qousqous