Hulu stats show growing importance of online video to advertisers

Research into the use of free online video site Hulu has shown a 120 per cent year-on-year increase in the average amount of time people spend watching content.

Data compiled by comScore for February 2010 shows 912.5 million videos were viewed on Hulu during the month, giving the site a 3.2 per cent share of the US market. Users watched a record average of 2.4 hours of video each.

Hulu carries content from major TV shows including Glee, Family Guy and 24, but it is only available to American users.

Google-owned websites, which include YouTube, claimed the lion’s share of the online video market with a massive 11.9 billion videos viewed during February, relating to a 42.5 per cent share of the market.

ComScore’s data shows that more than 174 million US internet users viewed some form of online video during February – 83.1 percent of the total US Internet audience. The research explains why advertisers are placing more importance than ever on online video.

Separate research also released this month showed that digital video advertising enjoyed a significant boost in the UK during 2009, with growth of 140 per cent on the previous year. In the US, digital video advertising experienced a 39 per cent increase in 2009 compared to 2008.

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Richard Morris

Richard joined Lakestar McCann as news editor in 2009 and over the past three years has run the company's daily news feed service. Prior to joining the team at Lakestar he worked as a business reporter at Crain's Manchester Business, and spent three years as a general reporter at the North West Evening Mail in Cumbria.

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