When most people think of web video, YouTube is the first thing that comes to mind. It is commonly assumed that YouTube rules the online video world with the largest number of unique viewers, and the most views. However, it may come as a surprise to many that Justin.tv beats out YouTube in both incoming video and the amount of time viewers spend watching video on the site.
Neilsen online video statistics for April 2010 reveal that YouTube is still number one when it comes to the number of video streams per month by far, with 4.9 billion streams, as opposed to a mere 687.8 million for Hulu, at the number two spot. However, in a Beet.tv interview, Justin.tv’s VP or Marketing Evan Solomon says the site gets much more incoming video than YouTube. He says, “We average roughly around 1,800 live channels, which means that every minute we get 1,800 minutes of live video.” This is about 30% more video than YouTube averages.
When it comes to time spent on the site, YouTube is far from the top. Netflix tops the charts with an average of 427.8 minutes of video watched by the average user. Hulu follows with 253.3 minutes and Justin.tv takes up third place with 169.2 minutes. Megavideo, Youku, Stickcam, Tudou, iG and StageVU are also ahead of YouTube. YouTube viewers watched an average of 94.4 minutes in April. This is not surprising, as sites like Netflix, Hulu and Justin.tv provide a lot more long form content, such as television series, movies and live streaming shows.
It is becoming clear in recent months that long form video is growing in popularity, as viewers are watching more television series and films online. YouTube is looking for ways to get viewers to spend more time on the site, including their new addition of YouTube rentals and an increase of live streams, including sporting events. On their blog, the YouTube team says, “Although the average user spends 15 minutes a day on YouTube, that’s tiny compared to the five hours a day people spend watching TV. Clearly we need to give you more reason to watch videos!”
It will be interesting to see if sites like Justin.tv, Hulu and Netflix will continue to trump YouTube when it comes to time spent by viewers on the site. Do you think YouTube will ever surpass long form and live streaming video sites in this arena?