Rising Demand the Only Certainty About Online Video

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Lots of factors are keeping the future of online video in a state of relative uncertainty these days, including the continued development of Google TV, Apple TV, Roku and other new platforms; Hulu’s new subscription model that is expected to go into testing next week; Viacom’s $1 billion copyright infringement lawsuit against YouTube being thrown out of court this week, and how all of these things will affect the directions taken by publishers and advertisers in the months ahead. About the only thing for certain right now is that user demand for the medium continues to rise despite all of the unknowns.

The latest numbers from comScore support that fact, as Americans watched nearly four billion more videos (34 billion) during May than the previous month, and YouTube achieved record levels with 14.6 billion views and more than 100 videos per viewer — both personal highs for the Google-owned property. Another interesting fact from this month’s comScore data is that Vevo, the up-and-coming music video site, continued to leapfrog its way up the rankings to No. 4 behind Google sites (YouTube), Hulu and Microsoft sites.

Also worth noting, separate from the comScore report, is that eMarketer estimates that nearly 60 million people, or 33 percent of online adults in the U.S., will watch full-length television shows online on a monthly basis this year. The rate for adults who already watch video regularly online soars to 50 percent. What does it all mean? For one, that online video is no longer just about two-minute clips on YouTube. Exactly what it is about remains to be seen, but billions of sets of eyes are tuned in to see how it all unfolds.

 

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2 comments

Jack Kennard 06-27-2010 2:56 PM

Also worth mentioning: Cisco is working on a new product that will make streaming video faster and without the bandwidth hogging we have now.

Peter A. Prestipino 06-28-2010 8:15 PM

Don't keep us in suspense Jack - where can we find out more!

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