27 Million People Watched More Than 3.5 Billion Videos Online in the U.K. in March 2008: comScore

I’m quite a bit late in picking this up and taking notice of this, but in case you might have missed it too, comScore released a report last week that cites 27.4 million UK internet users viewed 3.5 billion videos online in the month of March 2008.  Of those totals, Google Sites (i.e., YouTube which accounts for 99% of Google’s video traffic) had 48% market share, with second place BBC sites far behind with only 1.2% market share.

What surprised me was that there was such a gap between YouTube and BBC sites (and of course any of the others) — This will be worth asking Claude London about at our event in October, as well as some of the other keynote speakers, including Dailymotion (oops, did I say that out loud?) which only grabbed 0.4% of the UK audience according to comScore figures.

Other notable findings in the report:

  • 81.2% of the total UK internet audience viewed online video
  • The combined UK online video viewing audience watched a total of 172 million hours of video content
  • 20.5 million viewers watched nearly 1.7 billion videos on YouTube.com (47.3 videos per user)
  • The average online video duration was 3 minutes

And of course with yesterday’s news that Kangaroo’s release could be delayed up to 6 months because of competitive review (coverage everywhere, but our media partner paidContent:UK has a nice summary here), this gives YouTube — or some of the even smaller players — even more time to grab more market share.

Tell us, from which sites and services do you consume your online (or mobile) video?

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