Print 18 comment(s) - last by WheelsCSM.. on Feb 29 at 3:00 PM

comScore said YouTube has a lot to do with the growth in online video viewership

After a long day of work or school, many Americans stretch out in front of the TV and unwind while watching their favorite shows. But this traditional form of relaxation seems to be changing rapidly in the way of exchanging cable television for online videos.

According to the latest comScore study, 100 million Americans watch online videos on a daily basis. This number is up 43 percent from 73.7 million in 2010.

The study also found that Americans streamed 43.5 billion videos in December 2011, which is a 44 percent increase from December 2010. The average viewer watches approximately 239 videos per month, and most videos are over five minutes long.

In addition to videos, video advertising volume is increasing rapidly as well. ComScore noted that video ads are rising faster than the videos themselves, with the ad-to-video ratio growing 12.8 percent to 14.1 percent in 2011. Video ad volume grew 20 percent to 7.1 billion ads.

ComScore said YouTube has a lot to do with the rapid growth of online video popularity. This is hardly surprising, since YouTube announced that it reached four billion video views daily last month, which was a 25 percent increase from May 2011. While this is great news for YouTube, traditional cable television should watch its back. With online videos like YouTube and video streaming services like Netflix and Hulu around, which are more affordable and available on several different devices, traditional cable is facing some stiff competition.

In fact, other companies have been looking to jump on the video streaming bandwagon, hoping to offer alternatives to traditional cable services. For instance, Google recently revealed its plan to offer a subscription cable package, and Sony discussed its idea to launch a Web-based TV service back in November. Also, back in 2010, Microsoft talked about creating a cable service that would be available over the Xbox 360 console, but announced last month that it was putting its Web TV subscription idea on hold due to costs.

While many have seen Netflix's success in offering a video streaming subscription model that challenges traditional cable television packages, they find that setting up a Netflix-like service is not so easy. In July 2011, Netflix explained that it had to raise subscription plan prices because of the cost of licensing rights from movie studios and television networks. In the first three months of 2011, Netflix said it spent $192 million on streaming rights. Throughout 2010, the video streaming service spent $406 million total on its streaming library. It has no choice but to spend such extravagant amounts of money to keep its library up-to-date and attractive for users.

ComScore said television and movie studios should take note of how the online subscription and video services like YouTube are engaging viewers, and create new ways of capturing this audience.

Source: Tech Crunch

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I used to watch...
By MrBlastman on 2/10/2012 11:13:20 AM , Rating: 5
Only a few channels. Channels like PBS, news channels such as CNN, Fox, CNBC and along with those, History and Discovery. On rare occasion I would stray to Sci Fi and I've been known to watch some Two and a Half Men under syndication. That was about it.

Nowadays, Discovery and History have practically ceased being watchable. They are full of useless crap like Prisons, Swampwhatevers, Tree Cutting and the like. Mythbusters is about the only thing of interest left with occasional Dirty Jobs. The stuff that really mattered--true science specials, nature shows, real historical documentaries--these are all but gone. Not completely as the Vietnam one was pretty neat but that is a huge rarity.

No, even old count-ons such as these two have gone the way of the rest of television. Completely down the toilet. I remember television back in the 70's and early 80's... We didn't have cable but instead had UHF and VFH. I was almost always able to find something worthwhile on tv during normal hours on a handful (10-13) of channels. Fast-forward to now and I have 80+ (I use basic cable) channels of nothing but utter drivel. Talking heads that say nothing worthwhile and stupid reality programming of a... reality I care little about.

I find myself on a daily basis contemplating getting rid of cable altogether. I can still use an antenna and pick up network television which has made switching to it full time very tempting. There's really not much of value left on cable. I don't watch sports at all (other than occasional Boxing) so that pretty much rules out any remaining use for Cable.

I do watch youtube every single day, though. Perhaps one day soon I'll just cancel cable altogether and go back to Netflix and possibly sign up for Hulu (though I don't really have much interest in most dramas on television these days).

RE: I used to watch...
By kattanna on 2/13/2012 10:31:54 AM , Rating: 2
Nowadays, Discovery and History have practically ceased being watchable.

tell me about it. when discovery and "the learning channel" first came out they were excellent science channels. now those 2 channels I never even bother to look at anymore as they are nothing but day time house wife stuff.

about all i can stand to watch from the history channel anymore is modern marvels, and its rare when they make new ones.

the science channel was also great, but now its going the same way. now while i LOVE firefly, i really do, i would prefer actual science shows.

why is it that now every channel must have shows to appeal to everyone??

more and more I find that we are watching netflix, DVD's and streaming, then we are anything else. I also noted the other day that it has been almost a couple months since i have bothered to pick up the remote for dish and scan through to look for something to watch. Nope, its all about netflix or watching the few things the dish DVR has recorded.

RE: I used to watch...
By atlmann10 on 2/13/2012 1:02:08 PM , Rating: 2
What you don't like watching fat rednecks mining for gold in the middle of Alaska somewhere. What is wrong with you (and that is exceptionally cynical by the way)!

RE: I used to watch...
By kattanna on 2/13/2012 2:27:16 PM , Rating: 2
LOL. If they actually focused on the mining or logging.. or whatever.. then yes in fact I would be very interested.

but no.. they are more about showing "personal dramas" then anything else.. and that I don't care to watch.

RE: I used to watch...
By GotThumbs on 2/28/2012 12:00:56 PM , Rating: 2
The ONLY way Cable could redeem itself...Start allowing customers to pay ONLY for channels they a reduced rate. This would allow you the take back some control....or they will loose you and all your money to internet tv.

RE: I used to watch...
By idiot77 on 2/19/2012 1:34:00 AM , Rating: 2
So who's the internet provider? The cable company?

If so, what do they care. That just means they'll charge more for your connection.

RE: I used to watch...
By titanmiller on 2/27/2012 12:37:17 PM , Rating: 2
I would love to see cable companies drop TV and just become TCP/IP connections to the world. The money I pay should be used for upgrading their network to improve service, not to the TV companies.

RE: I used to watch...
By titanmiller on 2/27/2012 12:35:10 PM , Rating: 2
I completly agree. I haven't had cable for 5 years now and I don't miss anything.

My youtube subscriptions are highly relevant to my interests and keep me occupied for 45 minutes - 1 hour per day. That is the best thing about youtube, you can subscribe to channels that are very niche. Maybe the videos only get 300 views, but those 300 people are fully engaged with the topic. This is why advertising makes sense even on small volume videos; those viewers are intimately tied to the content.

RE: I used to watch...
By GotThumbs on 2/28/2012 11:49:48 AM , Rating: 2
Already there.

I canceled my Comcast TV service two years ago and ONLY have Comcast Internet. I'm more than satisfied with my news and entertainment options. I canceled my Netflix streaming but kept the home delivery when they jacked the prices. Hulu provides sufficient tv show viewing. Anything currently on cable CAN BE placed on the internet. People DVR all the time to watch when their schedule permits...why not just ditch the monthly DVR bills and watch it on line...when you want? There are lots of options. If you still want cable, pick up a multiple tuner card for your computer and turn it into a DVR. There are cards with up to four tuners so you can record four programs at once and you only need one cable card from your cable provider to do this.

As I said before, there are SO many optios available...You just need to get off the couch and look. Cable companies have sucked enough money from us. You PAY for cable...yet you still have to watch ads. Not for me. I even ditched Verizon as my cell provider .and went to PagePlus (Uses Verizon Network)...dropped my bill by 24.00 mo and I get more minutes...even added 100mb data plan.

Think McFly....think.

RE: I used to watch...
By WheelsCSM on 2/29/2012 3:00:04 PM , Rating: 2
Agreed - History and Discovery show mostly worthless trash now.

I finally cancelled my DirecTV subscription a couple months ago once I got a Roku player (~$50). I signed up for Amazon Prime ($80/year) and could not be happier. Local channels for free over the air, and when there is nothing on there to watch, the wife or I pick something on Amazon.

Any of the shows I used to watch on History/Discovery (Pawn Stars, Dirty Jobs) are available on a per episode basis through the Roku. I can buy a lot of episodes at $2-3 each with the $80/month I used to pay DirecTV.

I figure it's just a matter of time before more people wise up and ditch the expensive cable/satellite providers and move to an online streaming service. You have to watch a lot of TV every month to justify cable/satellite over streaming. No need to DVR or schedule around shows either - just pick what you want and press play. Pause/stop and resume where you left off whenever.

I would be another one to cut the cable
By mchentz on 2/9/2012 9:03:02 PM , Rating: 2
If my wife would let me I would ditch our cable but sadly she won't let me, she likes her shows to much. I hate paying for commercials! Wasn't that the idea when cable first came around in the 80's?

RE: I would be another one to cut the cable
By Mitch101 on 2/10/2012 11:57:49 AM , Rating: 2
HD Antenna, HD Homerun, Windows Media Center. - 1 Time cost.
Netflix $8.00
Hulu Plus $8.00
X-Box 360 or Media Center PC.

Very close to getting rid of Direct TV.

RE: I would be another one to cut the cable
By edge929 on 2/14/2012 4:46:00 PM , Rating: 2
I agree with you 100% but you left out the biggest hurdle, teaching the wife to use these. The upfront cost has sticker shock but compared to just 2 years of cable/satellite it's nothing.

By Jakeisbest on 2/15/2012 10:16:58 PM , Rating: 2
Teaching the wife!! That alone is worth $40 per month to me!

Also I am very pleased with HBO's "GO" service, which is helping to keep me attached to my cable box.

By GotThumbs on 2/28/2012 11:57:35 AM , Rating: 2
Does she use the DVR? Show her how easy HULU is and get a ROKU, WD Live, etc. that connects to your TV (smart-tv's have this functionality built in) to the internet.

If she will use HULU or can ditch cable TV service and use HD Antenna for local channels. It may seem difficulty at first, but it's really not a big deal after a week or two.

OR you could just have her pay that bill.

By atlmann10 on 2/13/2012 12:59:30 PM , Rating: 2
Ok this is funny as the largest broadband providers in the US are cable companies. So if 100 gazillion people a day watch youtube and other video over cable on the internet over a regional cable or telephone providers broadband internet they still get money. The people who make no money is the network (IE: NBC,CBS,ABC). Also when watched over the internet I think even HBO, Showtime etc. loose there money but Comcast and Time Warner, Verizon, At&t are still getting paid. So the Cable company or phone company looses no money either way. The ones that loose are the customer and the producer, actors, and television networks.

Ditched Directv a few months ago
By Aragonphx on 2/20/2012 4:57:32 AM , Rating: 2
I had directv for probably 10 years and got rid of it recently. My bill was up to $100 a month for the basic package, HD, 5 receivers and the DVR charge. Nothing was ever on worth watching. I replaced my four directv boxes with 4 intel atom boxes, paid $600 for them. I then stream content from a file server, think I have 12 terabtyes of content. I run xbmc in linux and windows. I also subscribe to netflix. Hulu Plus was a waste of money. My wife and kids haven't had any problem with the new way to watch tv. I like football but just my local team and was able to watch all the games with an HD antennae.

Cable or Satellite are dead
By thatmikeguy on 2/27/2012 4:46:10 PM , Rating: 2
It would be money well vested for Netflix to get Netflix only shows. Cable and Satellite subscribers are paying a ridiculous amount of extra money over standard TV as it is, and for what? Most people I talk with only watch one or two shows on all those extended channels, and are mostly paying for a DVR device. They already know this, and this is why they really want to cut the free broadcast TV from the market. I told my cable company they could just cut my TV altogether, and they offered me non-extended basic (basic with a few extra channels) for $4.60 a month. That is going into Media Center on Windows 7, and it records more than enough TV for me to watch with a better HD picture than many peoples HD DVR does. I spend my extra money going to the movies, and renting things I really want to see, but that still doesn't come close to the total amount many are paying for their TV shows. Some people must like to simply flip over channels, but that's slow now, so I just don't understand it at all.

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