More than 10.7 million Australian internet users watched online video in May, with viewers averaging more than 10 hours of total viewing time during the month, according to analyst firm comScore.
Its report on the online video market in Australia also revealed that YouTube delivered video to more than 8.6 million viewers during May, reaching 3 out of every 5 online users at an average of 70 videos per viewer.
Australian internet users watched nearly 1.2 billion total videos in May, with Google Sites ranking as the top video property with 613 million videos, representing 52.3% of all videos viewed online. YouTube accounted for the vast majority of videos viewed at the Google Sites property. Microsoft Sites ranked second with 35.6 million videos, or 3% of all online videos viewed. Facebook.com ranked third with 16.9 million videos (1.4%), followed by VEVO with 16.4 million videos (also 1.4%) and Yahoo! Sites with 15.6 million videos (1.3%).
Nearly 10.8 million viewers watched an average of 108.8 videos per viewer during May. Google Sites attracted nearly 8.7 million unique viewers during the month (70.7 videos per viewer), followed by Microsoft Sites with 3.3 million viewers (10.7 videos per viewer) and Facebook.com with 2.9 million viewers (5.9 videos per viewer).
An analysis at video viewing occurring on news/information sites found that viewers watched an average of 46.6 minutes of video in the category during May, with 17% of the entire online audience viewing video on news/information sites during the month. Based on total videos viewed, Australian Broadcasting Corporation led as the top destination with nearly 5.5 million videos viewed on the site in May. Australian Broadcasting Corporation also saw the highest average minutes per viewer of the top 5 destinations at 66.6 minutes per viewer during the month.
Yahoo! News Network ranked as the second largest nws/information video destination based on total videos viewed, with nearly 1.5 million videos watched on the site in May, followed by News.com.au sites with 1.46 million videos. CNN Network and HPMG News rounded out the top five with viewers watching a total of 1.38 million videos and 714,000 videos, respectively.