ComScore has released its viewing figures for online video during January 2010. And the results aren’t positive on a month by month basis, although year on year figures are better. The big losers this time around are Hulu and Vevo.
Online Video Viewing Figures
Online video viewing figures are generally on the up. To a vast degree. As more and more people start turning to the Web for new ways of watching movies and television content, the big players are generally picking up new viewers left, right, and center.
But it isn’t exactly plain sailing, especially for everyone other than YouTube who is currently fighting to maintain or steal second place behind the Google-owned site.
January 2010 ComScore
ComScore today revealed the online video rankings for January 2010. After declaring after the December figures were released that online video is “showing no signs of slowing down in growth,” the inevitable happened: a slowing down in growth.
Overall viewing figures dropped by around 2.5 percent, from 33.2 billion views in December 2009 to 32.4 billion views January 2010. Unique viewers also dropped, from 177.9 million to 173.4 million.
YouTube, listed as Google Sites, is still number one, and by a huge margin. The site accounted for 39.5 percent of the total views in January 2010, although that was down on its total for December 2009.
Hulu & Vevo Suffer
‘s sweet victory last month was only short-lived. While it hit one billion video views in December for the first time in its history, that figure dropped back massively to 903 million in January. The obvious explanation is a lack of must-see episodes as shows such as Glee take mid-season hiatuses. And the loss of The Daily Show and The Colbert Report won’t help Hulu recover in the future.
Vevo actually gained video views in January, rising from 28.1 million in December to 32.4 million. However, as the site didn’t launch until December 9, this actually constitutes a drop in real terms. And that’s despite comScore including YouTube music videos in Vevo’s numbers.
Conclusions
Is this merely a short-term glitch or a sign that the growth of online video has suddenly and inexplicably hit its peak? The fact is that the same sites are dominating and until a new venture rises up the charts a certain amount of leveling off should be expected.
