Though Yahoo! has the largest video streaming audience (but just barely), Fox Interactive Media streams 20 percent of the US-initiated videos on the Internet, according to comScore. YouTube, just 21 months old, is third all around.
Yahoo! is in danger of losing two of its leading positions in terms of video streaming. An audience of 39.9 million users streamed video from a Yahoo! site in August. Fox is right on Yahoo!’s heels, though, with 39.5 million US streamers. YouTube attracted an audience of 35.5 million.
Yahoo! is just barely ahead of YouTube, though, in terms of video stream market share. Nearly 12 percent of the total number of streams belongs to Yahoo!, while YouTube accounted for 10 percent. Fox blows both out of the water with 20 percent.
“Historically, traffic metrics were the only tools available for analyzing this space,” said Erin Hunter, executive vice president of comScore’s Media and Entertainment Group.
” While these measures provide important information on the number of unique visitors to a site, they do not properly measure how many people are actually viewing video content across the Web and how many streams they are viewing, both of which are vital to understanding video’s advertising capacity.
“Our data illustrate that the top-ranked sites by streaming activity do not directly correspond to the most trafficked sites, rebutting the sole use of traffic as a gauge of video consumption.”
In August, US Internet streamers watched 6.98 billion videos, for an average of 2 streams per day, or 63.3 videos for the month. Fox Interactive had the highest levels of consumption per person at 35.5 streams each, followed by Yahoo!, with 20.6 streams per streamer, and YouTube with 19.4 streams per streamer.
In total, the US streaming audience increased by 4 percent from July to August, reaching 110.3 million American streamers, or 64 percent o the total audience.
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