YouTube and the Nine Dwarfs

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There’s a gorilla in most market segments, of course, even those that rely on guerrilla marketing, and online video is no exception. Thus, despite competition from every angle, Google’s YouTube continues to dominate its space to a significant degree. The most recent ComScore figures indicate that YouTube has just over 40 percent of the 12 billion videos currently siting on U.S. servers.

Much-ballyhooed Hulu, for example, remains far in the rear-view mirror, in sixth place with 226 million+ videos, or a 1.8 percent market share. Yahoo, despite aggressive integration of videos in its news and entertainment content, is fourth with 304 million vidoes, and a 2.4 percent market share.

Most impressively, YouTube continues to host well over twice as many videos as its nine closest competitors combined…

The top ten are listed below.

Top U.S. Online Video Properties* by Videos Viewed (November 2008)

Property Videos (000) Mkt Share (%)

Google Sites 5,107,302 40.3
Fox Interactive Media 439,091 3.5
Viacom Digital 324,903 2.6
Yahoo! Sites 304,331 2.4
Microsoft Sites 296,285 2.3
Hulu 226,540 1.8
Turner Network 214,709 1.7
Disney Online 137,165 1.1
AOL LLC 115,306 0.9
ESPN 95,622 0.8
others 5,415,809 42.6

Total Internet 12,677,063 100.0

Source: comScore Video Metrix

*Rankings based on video content sites; excludes video server networks. Online video includes both streaming and progressive download video.

Tags: YouTube Inc., Video, Corporate Communications, Marketing, David Weir

In addition to serving as a BNET Media analyst/blogger, David Weir is a veteran journalist and the author of several books. Weir is a co-founder and vice-president of the Center for Investigative Reporting, as well as an editorial board member of The Nation.

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1

@smokejumper

01/05/09 | Report as spam

RE: YouTube and the Nine Dwarfs

The real story over time here is the declining market
share of YouTube - they used to have 90%+ - and the
race to effectively monetize this new ad frontier (and
Google is not leading).
2

hotweir

01/07/09 | Report as spam

RE: YouTube and the Nine Dwarfs

Remember that this is simply measuring the quantity of videos, which (look at the "other" total) includes a very long tail. By other metrics, including TOS, most viewed, most embedded, etc., YouTube's dominance is apparent.