Google Continues to Dominate U.S. Online Video Space, Hulu Best of the Rest

Google-owned properties – which includes YouTube – continued to dominate the online video space in January, according to data from comScore. The company’s Video Metrix measurement product estimates Google sites accounted for 39.5 percent of all videos viewed during the course of the month, with its closest competitor Hulu representing just 2.5 percent of the market by comparison. Hulu’s closest competitor by total videos viewed was Microsoft, accounting for a 1.5 percent share.

In terms of reach, however, Google’s dominance wasn’t quite as extreme. Yahoo sites, for example, reached over a third of the users achieved by Google during the month, while properties including CBS Interactive and Fox Interactive Media achieved well over a quarter of that number too.

In terms of actual views, Google racked up an average of almost 94 per user over the course of the month. Hulu achieved an average just shy of 24, but much of its content is long-form, compared to the majority of Google’s, which is user-generated.

In the video ad network space, comScore posits that Tremor Media offered the greatest potential reach among U.S. users in January, closely followed by BBE and Advertising.com’s Video Network. “Potential reach” essentially refers to the reach of the sites to which networks deliver ads, but does not explicitly imply those networks actually served ads to the most users over the course of the month.