comScore Video Metrix today reported that more than 180 million U.S. Internet users watched 31.2 billion videos online in March 2010. This means 84.8 percent of the total U.S. Internet audience viewed an average of 173 videos per viewer during the month. As Butch Cassidy often asked, “Who are those guys?”
Image by SESConferenceSeries via Flickr
Well, it’s about six out of every seven people online in the U.S.
So, the popular myth that online video viewers are just a small group of college students with nothing better to do is wrongedy-wrong-wrong. Because, 84.8 percent of the total U.S. Internet audience is as mainstream as it gets.
Hint, hint: That’s bigger than the biggest Super Bowl audience of all time.
And, what’s the top video property? This isn’t even a trick question anymore. It’s YouTube.
According to comScore, YouTube delivered video to more than 135 million viewers during the month, reaching 3 out of every 4 online video viewers at an average of 96 videos per viewer.
In fact, 135.3 million viewers watched 12.9 billion videos on YouTube.com — 95.6 videos per viewer. And, yes, this audience is bigger than the biggest Super Bowl audience of all time, too.
Only the YouTube audience watches video month in and month out.
But, are they just watching funny videos?
Well, some of the videos on YouTube are funny. But others also make you think.
David Meerman Scott, the bestselling author of The New Rules of Marketing & PR, and I went on a tour of marketing videos, reviewing various case studies.
So, can a small business use YouTube to sell products? According to Terrence Kelleman, the President and founder of Dynomighty Design, his first video, The Original Magnetic Plaything @ dynomighty.com, generated more than 2.7 million views and $130,000 in revenue and sales in three months.
Oh, and YouTube, Facebook and Twitter helped Piper Aircraft sell it’s new $140,000 PiperSport light sport aircraft. Michael Kolowich, the founder and Executive Producer of DigiNovations and a Principal, Channel One Marketing Group, shared that insight.
So, what are you waiting for?
If you need to learn more, check out the session entitled, “Video: The Next Marketing Frontier,” at SES Toronto 2010.