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170 million Americans watched 30 billion online videos in November

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SES London 2008 - YouTube / Google

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According to comScore Video Metrix, more than 170 million U.S. Internet users watched nearly 31 billion online videos during November 2009. This means 84.8 percent of the total U.S. Internet audience viewed online video that month, a new record.

Americans watched an average of 182 videos per viewer during the month. And the duration of the average online video was 4.0 minutes. This means the average online video viewer watched 12.2 hours of video.

If you drill down into the data, you'll see that 128.1 million viewers watched more than 12 billion videos on That's 94.3 videos per viewer.

Now, let me add some context to these numbers.

According to an article by Johnny Diaz in The Boston Globe entitled, "Sitting this one out," the 2009 Super Bowl was the most watched game ever, with 98.7 million total viewers tuned in to watch the Pittsburgh Steelers defeat the Arizona Cardinals 27-23.

Diaz adds that a 30-second spot for this year's Super Bowl game costs between $2.5 million and $3 million -- and that doesn't include more than $1 million that companies will pay to produce the spot.

So, YouTube alone will get you a Super Bowl sized audience month in and month out. And if you have a budget between $3.5 million and $4 million, then you might join PepsiCo Inc., General Motors Corp. and FedEx Corp., who are reevaluating how they spend their advertising dollars.

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