Sajjad Purvez - Microsoft makes rapid gains in US online video market

Sajjad Purvez - An 800 lb gorilla that is Microsoft could be about to give Google a run for its money in the online video arena according to the latest comScore Video Metrix for February 2011.
Overall the data has a familiar ring to it, revealing that 170 million US Internet users watched online video content in the month for an average of 13.6 hours per viewer. The total audience engaged in more than 5.0 billion viewing sessions during the course of the month.
Yet again the status of Google Sites as the top online video content property, driven primarily by video viewing at YouTube.com, was shown as they racked up 141.1 million unique viewers. Befitting its market dominance, Google Sites had the highest number of viewing sessions, 1.8 billion, and average time spent per viewer at 262 minutes, or 4.4 hours. However the stand out trend of the month was the leap into second place from seventh by Microsoft Sites with 48.8 million viewers, closely followed by Yahoo! Sites with 46.7 million viewers.
This was nearly matched by Facebook.com who experienced a step up due to the inclusion of an additional video serving location that was not previously credited. It will likely be further boosted in March and April by the addition of major brand video to the portfolio. VEVO, rumoured to launch in Europe, ranked fifth in the cluster of Google rivals with 45.9 million viewers.
By way of showing how far it has to go in absolute audience stakes OTT video supplier Hulu boasted 27.2 million viewers. Yet Hulu lacked in audience numbers it more than made up in terms of business and especially in ad views. In, all comScore calculated that Americans viewed 3.8 billion video ads in February, with Hulu generating the highest number of video ad impressions at more than 1.1 billion. Tremor Media Video Network ranked second overall (and highest among video ad networks) with 548.3 million ad views, followed by ADAP.TV on 396 million.
Users spent 1.7 billion minutes watching online video ads during the month, with again Hulu as the stand out delivering the highest duration of video ads at 454 million minutes. Video ads reached out to 42% of the US population, an average of 30 times during the month. Hulu also delivered the highest frequency of video ads to its viewers with an average of 48 over the course of the month.
By way of contrast, whereas the duration of the average online content video was 5.1 minutes, the average online video ad was 0.4 minutes long. Video ads accounted for 12.4% of all videos viewed and 1.2% of all minutes spent viewing video online.

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