YouTube and the Nine Dwarfs

Last Updated Jan 5, 2009 4:59 PM EST

There's a gorilla in most market segments, of course, even those that rely on guerrilla marketing, and online video is no exception. Thus, despite competition from every angle, Google's YouTube continues to dominate its space to a significant degree. The most recent ComScore figures indicate that YouTube has just over 40 percent of the 12 billion videos currently siting on U.S. servers.

Much-ballyhooed Hulu, for example, remains far in the rear-view mirror, in sixth place with 226 million+ videos, or a 1.8 percent market share. Yahoo, despite aggressive integration of videos in its news and entertainment content, is fourth with 304 million vidoes, and a 2.4 percent market share.

Most impressively, YouTube continues to host well over twice as many videos as its nine closest competitors combined...

The top ten are listed below.

Top U.S. Online Video Properties* by Videos Viewed (November 2008)
Property Videos (000) Mkt Share (%)

  • Google Sites 5,107,302 40.3
  • Fox Interactive Media 439,091 3.5
  • Viacom Digital 324,903 2.6
  • Yahoo! Sites 304,331 2.4
  • Microsoft Sites 296,285 2.3
  • Hulu 226,540 1.8
  • Turner Network 214,709 1.7
  • Disney Online 137,165 1.1
  • AOL LLC 115,306 0.9
  • ESPN 95,622 0.8
  • others 5,415,809 42.6
Total Internet 12,677,063 100.0
Source: comScore Video Metrix
*Rankings based on video content sites; excludes video server networks. Online video includes both streaming and progressive download video.
  • David Weir

    David Weir is a veteran journalist who has worked at Rolling Stone, California, Mother Jones, Business 2.0, SunDance, the Stanford Social Innovation Review, MyWire, 7x7, and the Center for Investigative Reporting, which he cofounded in 1977. He’s also been a content executive at KQED, Wired Digital, Salon.com, and Excite@Home. David has published hundreds of articles and three books,including "Raising Hell: How the Center for Investigative Reporting Gets Its Story," and has been teaching journalism for more than 20 years at U.C. Berkeley, San Francisco State University, and Stanford.