YouTube takes the lions share in Australian video market (Credit: thms.nl/Flickr)
According to the figures, approximately 10.7 million Aussies watched at least one video over the Internet in May with the average total viewing time nearly 10 hours per user during May and total videos watched near 1.2 billion over the course of the month.
Google-owned video platform YouTube held the lion's share of the market in Australia with more than 8.6 million Aussies tuning in to watch videos on the site, equating to three in every five online users in Australia watching more than 70 videos each.
In terms of most popular sites based on videos viewed, Google properties including YouTube accounted for a dominant 50% of the market, a huge lead in front of Microsoft's sites which had just 3% share for the month and took out next place. Facebook, VEVO, Yahoo!, Daily Motion, Viacom, Blinkx and the ABC rounded out the top 8, each with single figures below 3%.
News sites with video content also saw an increase in the number of views across the board, with each viewer to the ABC's video portal spending well over an hour on the site in May on average according to comScore, making it the most popular video site in the news category coinciding with the recent news that the group's iView service is growing rapidly.
Fairfax '” despite launching their own video portal and recently embarking on a number of initiatives to push video content - didn't rate a mention in the category, although rival News Ltd. came in third averaging 4.8 minutes per viewer and recording 1,464,000 views for the month.