NEW YORK (AdAge.com) -- The latest online video audience numbers, released today by ComScore, are sort of a good news/bad news scenario for Google.
On one hand, videos viewed in October on Google sites, which primarily includes YouTube.com, continued to grow -- up 6.5% over July figures to almost 5.4 billion views. On the other hand, its share of the video category is down almost 10% over the same time period.
How can that be? It's a factor of more people watching more videos generally -- but while total video viewing is up, certain sites are benefiting more than others.
Take Hulu, for example, which grew video views 97% between July and October to reach 235 million views and move into the No. 6 spot. It went from 1% of the share of online videos viewed to 1.7%. Also gaining share? Yahoo sites, which were responsible for 2.7% of all videos viewed with 363 million views, up from 2.4% share in July. Fox Interactive Media sites lost 0.1% in share, but gained 74 million views. And Viacom Digital lost 0.1% of share but gained 59 million views. Disney lost the most share and was the only property in ComScore's top 10 to actually lose video views between July and October; views were down 32%. But Disney property ESPN broke into the top 10 in October, with 105 million views.
When it came to unique viewers, the biggest riser was again Hulu, which broke into the top 10. And, noted ComScore, while the duration of the average online video was three minutes, the duration of the average online video viewed at Hulu was 11.6 minutes
Of course, before people go assuming YouTube's lost its magic, it's still a juggernaut. In October, the site commanded a whopping 39.7% of all videos viewed, with its next closest competitor being Fox Interactive with 3.8%. At some point, the law of large numbers was bound to catch up to it.
In total, 77% of the total U.S. internet audience viewed an online video in October, according to ComScore.