Fox tops ComScore's rankings for streaming video

Fox Interactive has beaten Yahoo and Youtube to the top spot in the US video streaming market, according to the latest rankings from comScore Media Metrix.

Ths US digital media measurement company said that Fox, which includes the highly popular MySpace.com social networking site, had 1.4 billion streams in the month, which gave it a 20.1 per cent share.

Yahoo Sites chalked up 823 million streams (11.8 per cent of the market) and YouTube notched up 688 million streams (9.9 per cent). Combining the volume from Google sites (1.5 per cent) would not help Google/YouTube overtake Yahoo, but once the merger of the two companies is complete, Google will be hoping for greater penetration.

Erin Hunter, executive vice president of comScore's Media and Entertainment Group, said that previously traffic metrics were the only tools available for analysing online video market, but that these do not properly measure how many people are actually viewing video content across the web and how many streams they are viewing

"Both are vital to understanding video's advertising capacity," she said.

"Our data illustrate that the top-ranked sites by streaming activity do not directly correspond to the most trafficked sites, rebutting the sole use of traffic as a gauge of video consumption."

ComScore found that users at Fox Interactive sites showed the highest levels of video consumption per person at 35.5 streams per user, followed by Yahoo Sites (20.6 streams) and YouTube (19.4 streams).

http://www.comscore.com/
http://www.fox.com/home.htm
http://video.search.yahoo.com/
http://www.youtube.com/

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