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NEW data on the viewing habits of internet users has revealed just how grave the threat on online video is to TV networks – the number of video’s viewed online jumped a staggering 66 per cent last year, but hardly any of that traffic belonged to traditional media companies.
Internet measurement firm conmScore said it Video Metrix numbers for February indicated US internet users watched more than 10 billion online videos last month – a three per cent jump over January, and a two-thirds jump over the previous year.
The numbers measure the US market only, but reflect a trend likely to be seen in the Australian market also.
Google Sites ranked as the top US video property with nearly 3.6 billion videos viewed - 35.4 percent share of all videos - gaining 1.1 share points versus the previous month. YouTube.com accounted for 96 percent of all videos viewed at Google Sites.
Fox Interactive Media ranked second with 586 million videos (5.8 per cent), followed by Yahoo! Sites with 293 million (2.9 per cent) and Microsoft Sites with 293 million (2.9 per cent).
The mainstream media sites account for only a small portion of the total video views. Viacom Digital makes up 2.2 per cent of total views, Time Warner (excluding AOL) just 1.3 per cent and Disney Online 1.3 per cent.
The comScore survey found that the nearly 135 million internet users in the US spent an average 204 minutes per person viewing online video in January.
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