August 16, 2006, 12:00 AM

Online video sites hitting mainstream market, comScore says

With implications for web advertising trends, online video is going mainstream with strong traffic growth to leading sites like YouTube.com, MySpace Videos and Yahoo Video, comScore Media Metrix reports. Yahoo Video had 21.1 million July unique visitors.

With implications for advertising trends on the web, online video is going mainstream with strong traffic growth to leading video-sharing sites like YouTube.com, MySpace Videos and Yahoo Video, comScore Media Metrix reports.

ComScore notes in a report released yesterday that YouTube.com, MySpace Videos and Yahoo Video had each shown significant growth from June to July in number of unique visitors. The number of unique visitors in July to the MySpace Videos section of MySpace.com doubled to 20 million, while unique traffic to Yahoo Video rose 28% to 21.1 million and YouTube.com’s traffic rose 20% to 16 million, comScore says.

"Consumers clearly view video as one of the most accessible, interesting and entertaining sources of content on the web," says Jack Flanagan, executive vice president of comScore Media Metrix. "The trends we`re witnessing indicate that online video is emerging from its infancy and entering the mainstream. Many publishers and advertisers are responding to this trend, which means advertising dollars will continue to migrate online where consumers can be targeted with efficiency."

Google Inc. is also beginning to play a bigger role in the online video market, with 6.76 million visits in July, according to comScore. Google placed its Google Video link on the Google.com home page last week, moving up its traffic ranking to fifth among all Google sites, according to Hitwise.

Following are the July unique visitor totals (in millions) for the top 12 video sites as measured by comScore:
Yahoo Video, 21.10
MySpace Videos, 20.13
YouTube.com, 16.08
MSN Video, 14.62
AOL Video, 10.54
Heavy Networks, 8.29
Google Video, 6.76
Ebaumsworld.com, 5.37
Ifilm.com, 3.33
Metacafe.com, 1.97
Veoh.com, 0.67
Rewer.com, 0.17

 

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