Hulu’s rise continues…

April 13, 2010

Hulu, the video site owned by NBC, News Corp and Disney, is safely ensconced in the No.2 most viewed video site in the U.S. according to latest February data from comScore. And Hulu is making progress not just in the quantity of views but in the quality of views: Users watched a record amount of video per person during the month. The average Hulu users watched 23.3 videos  at 2.4 hours of video per viewer. This compares with the average online video length at 4.3 minutes.

It’s all very promising for the powers at NBC Universal, and its new owners at Comcast, as well as News Corp and Disney, who have been reported to be considering charging to view some of the videos on Hulu. One imagines they’ll probably add more cable content as part of the TV Everywhere initiaitve.

It’ll be more interesting to see how Hulu’s viewer numbers perform in March as it will be the first month after Viacom pulled its Comedy Central videos, including the hugely popular Daily Show with Jon Stewart. Our bet is that Hulu’s continuing growth will offset most of the losses from viewers of Jon Stewart.

Of course, YouTube remains by far and way the top dog with 11.9 billion videos viewed in February compared with 912.5 million videos on Hulu. Microsoft came in third with 623 million videos and Yahoo sites had 455 million.

Top U.S. Online Video Content Properties* by Videos Viewed
February 2010
Total U.S. – Home/Work/University Locations
Source: comScore Video Metrix
Property Videos (000) Share of Videos (%)
Total Internet : Total Audience 28,123,542 100.0
Google Sites 11,950,024 42.5
Hulu 912,525 3.2
Microsoft Sites 622,569 2.2
Yahoo! Sites 454,761 1.6
Turner Network 317,623 1.1
Viacom Digital 305,155 1.1
Fox Interactive Media 290,181 1.0
CBS Interactive 289,303 1.0
AOL LLC 240,102 0.9
Megavideo.com 188,555 0.7
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