comScore releass its July 2008 data from the comScore Video Metrix service, reporting that Americans viewed more than 11.4 billion videos for a total duration of 558 million hours during the month.

Google Sites Maintains Dominant Position

In July, Google Sites once again ranked as the top U.S. video property with more than 5 billion videos viewed (representing a 44 percent share of the online video market), with YouTube.com accounting for more than 98 percent of all videos viewed at the property. Fox Interactive Media ranked second with 446 million videos (3.9 percent), followed by Microsoft Sites with 282 million (2.5 percent) and Yahoo! Sites with 269 million (2.4 percent). Hulu ranked eighth with 119 million videos, representing 1 percent of all videos viewed.

    Top U.S. Online Video Properties* by Videos Viewed
    July 2008
    Total U.S. - Home/Work/University Locations
    Source: comScore Video Metrix

                                                    Videos        Share (%) of
     Property                                        (000)            Videos

    Total Internet                                11,425,890          100.0
    Google Sites                                   5,044,053           44.1
    Fox Interactive Media                            445,682            3.9
    Microsoft Sites                                  282,748            2.5
    Yahoo! Sites                                     269,452            2.4
    Viacom Digital                                   246,413            2.2
    Disney Online                                    186,700            1.6
    Turner Network                                   171,065            1.5
    Hulu                                             119,357            1.0
    AOL LLC                                           95,106            0.8
    CBS Corporation                                   69,316            0.6

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

More than 142 million U.S. Internet users watched an average of 80 videos per viewer in July. Google Sites also attracted the most viewers (92.1 million), who watched an average of 55 videos per person. Fox Interactive attracted the second most viewers (54.9 million), followed by Yahoo! Sites (37.6 million) and Microsoft Sites (32.6 million).

    Top U.S. Online Video Properties* by Unique Viewers
    July 2008
    Total U.S. - Home/Work/University Locations
    Source: comScore Video Metrix

                                                Unique Viewers  Average Videos
    Property                                         (000)         per Viewer

    Total Internet                                   142,507           80.2
    Google Sites                                      92,130           54.7
    Fox Interactive Media                             54,845            8.1
    Yahoo! Sites                                      37,610            7.2
    Microsoft Sites                                   32,640            8.7
    AOL LLC                                           22,959            4.1
    Viacom Digital                                    21,142           11.7
    Turner Network                                    18,666            9.2
    Disney Online                                     15,899           11.7
    Time Warner - Excl. AOL                           15,345            3.2
    Amazon Sites                                      11,690            2.5

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

Other notable findings from July 2008 include:

• 75 percent of the total U.S. Internet audience viewed online video.
• Americans spent a total of 558 million hours watching online video during the month.
• The average online video viewer watched 235 minutes of video.
• 91 million viewers watched 5 billion videos on YouTube.com (54.8 videos per viewer).
• 51.4 million viewers watched 400 million videos on MySpace.com (7.8 videos per viewer).
• The duration of the average online video was 2.9 minutes.