Google’s Dominance in Video Delivery Continues
Google is a real all or nothing proposition most of the time. They either completely dominate something (search) or they barely make a dent (Google Buzz and social media). One area that they continue to dominate in and there is no real relief in site for competitors is the delivery of video content. I’ll let the picture from comScore tell the story from April of this year.
This kind of dominance is just as impressive as the search share lead that Google continues to hold over its competition. With video becoming more and more important in the business world this dominance stands to increase as well which can be disheartening to the competition.
One bright note is that even delivering a small percentage of all the video that is consumed by the US online audience can represent large opportunity. There were 30.3 billion videos viewed by US Internet users. That’s an average of 171 videos a month per Internet user. That’s just under 6 videos per day per Internet user. Of course, as with any average there are extreme users driving that number up but it’s still interesting.
Here are some other tidbits to consider from the report:
- The top video ad networks in terms of their actual reach delivered were: Joost Video Network (by Adconion Media Group) with 36.6 percent penetration of online video viewers, BrightRoll Video Network with 19.5 percent, and BBE with 18.5 percent.
- 83.5 percent of the total U.S. Internet audience viewed online video.
- 135.7 million viewers watched 13.0 billion videos on YouTube.com (96.0 videos per viewer).
- The average Hulu viewer watched 24.7 videos, totaling 2.5 hours of video per viewer.
- The duration of the average online video was 4.4 minutes.
So how do you contribute to these numbers? Do you lean toward the low end or the high end of the scale?