Facebook Grows Video Audience as Hulu and Others Lose Viewers

Video content on the social network continues to reach more users, while audiences on Hulu, Yahoo, AOL and Microsoft contract.

Though reaching a fraction of the audience achieved by YouTube, Facebook continues to emerge as a player in the online video space, according to data from comScore’s Video Metrix service.

According to the measurement firm, 41.3 million U.S. users viewed video content on the social network in April, up from 36.6 million users in February. In the same two-month period, unique video viewers on Yahoo sites, Microsoft sites, AOL sites, and Hulu all dipped.

In addition, data from the Pew Research Center’s Internet & American Life Project, released this week, suggests U.S. users are now equally as likely to upload video to social networks as they are dedicated video sites such as YouTube. From a nationally representative sample of 1,005 U.S. adults, 52 percent of video uploaders said they post to social networks, compared with 49 percent that post to video sites.

Though Facebook is growing the reach of its video content, however, comScore suggests users still view relatively few pieces of content on the social network compared with other sites, at an average of 5.6 videos a month. By comparison, Google sites attracted an average of 96 videos per user in April and Hulu accumulated an average of 24.7 videos per viewer.

Top U.S. Online Video Content Properties by Unique Viewers April 2010
Property Unique Viewers April (000) Average Videos per Viewer
Total Internet : Total Audience 177,840 161.4
Google Sites 136,279 96.0
Yahoo Sites 49,496 7.5
Fox Interactive Media 43,762 7.3
Vevo 43,588 7.6
Facebook.com 41,335 5.6
Microsoft Sites 40,161 16.0
CBS Interactive 39,268 8.1
Hulu 38,714 24.7
Viacom Digital 38,455 10.0
Turner Network 32,591 9.4
Source: comScore Video Metrix
Top U.S. Online Video Content Properties by Videos Viewed April 2010
Property Videos (000) Share of Videos (%)
Total Internet : Total Audience 30,317,131 100.0
Google Sites 13,087,462 43.2
Hulu 958,176 3.2
Microsoft Sites 643,711 2.1
Viacom Digital 383,776 1.3
Yahoo Sites 370,947 1.2
Vevo 331,730 1.1
Fox Interactive Media 320,372 1.1
CBS Interactive 316,930 1.0
Turner Network 304,729 1.0
AOL LLC 237,356 0.8
Source: comScore Video Metrix

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