According to comScore's Video Metrix report, more than 75 percent of US internet users watched a video online (either streaming video or progressive downloads) in November, up 29 percent from January 2007. In total numbers, this means that 138 million Americans -- approximately three in four US internet users -- viewed online video during that month. The average online video viewer consumed 69 videos, spending a total time of 3.25 hours (195 minutes) and 2.8 minutes per video.
The report further states that Google continues to capture the lion's share of the online video market as its share went up to 31%, with 3.0 billion videos viewed, 2.9 billion of which occurred at YouTube.com (30.6 percent share of all videos viewed). Fox Interactive Media ranked second, with 419 million videos viewed (4.4 percent), followed by Yahoo Sites with 328 million (3.5 percent), and Viacom Digital with 304 million (2.6 percent).
iMedia has a good piece on "misfit content" as the centerpiece of an effective video-strategy for marketers: "As more and more traffic is directed to niche content -- whether edgier, lower budget, user-generated or just off-beat -- you need to know why and how to market in this content category."