Netflix may have a few angry customers on its hands, but its latest price hike and service split isn’t deterring anyone from their love of video. A recent comScore study reveals that video is still a top trend of online consumables in the US. Over 180 million Americans watched online videos in August with a monthly average of 18 hours per viewer and nearly 7 billion viewing sessions launched within the time frame. However, ad impressions still continue to slack despite the online video viewing surge.
This also marks comScore’s first report of how YouTube viewers are engaging with its channel partners. Vevo gets the gold medal with over 60 million unique viewers a month, tailed closely by Warner Music and Machinima. All in all, they’ve attracted 145 million unique viewers averaging 16-60 minutes worth of video a month.
The survey also reveals that Facebook is the third most popular video destination next to Google and Vevo. There were 5.6 billion video ad units last month and they account for 13% of all video views, most of which served by Hulu. An average clip runs for 5.3 minutes.
Meanwhile, Netflix strikes a deal with DreamWorks Animation, bringing their movies to Netflix. DreamWork’s deal with Time Warner’s HBO was cut off a year early, marking a big win for Netflix. The effort will help Netflix drain dissatisfaction over their service while attracting new customers along the way. However, DreamWorks content won’t be available on Netflix until 2013.
And as competition increases, landing content deals with traditional publishers is an important development as the industry shifts. Amazon’s another company looking to become a viable player in this industry, adding Fox shows to its catalog of streaming video. Amazon already has deals with the likes of NBC and CBS.
Hulu is also in the same boat as Netflix. We all know Hulu has been eying Europe for expansion. However, their bubble was burst by RTL chief executive Gerhard Zeiller who spilled to the Royal Television Society Cambridge Convention that “aggregators such as Hulu, which is owned by US media companies News Corporation, NBC Universal, Disney and private equity company Providence Equity Partners, would fail unless they allow broadcasters to promote their channels rather than individual programmes on their video-on-demand service.”