随心所欲：YouTube主导在线视频

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comScore said today that US Internet users viewed 12 billion videos in May up 45% year-over-year. As expected, Google’s video properties dominated with 35% of the video market, 98% of that due to YouTube.

comScore今天表示，5月份美国互联网用户观看了120亿个视频，同比增长45％。不出所料，Google的视频资源在视频市场中占据35％的份额，其中98％来自YouTube。

The reason? YouTubers are just more engaged than users on other sites. Though 27.4 million more people watched videos on YouTube than on MySpace (Fox Interactive Media sites came in second in the comScore Video Metrix report with 6.4% of the online video market), the real difference was in engagement. YouTube users watched an average of 50.4 videos per viewer compared to just 12.8 videos per viewer for MySpace. That’s likely either due to a stronger community at YouTube, or a better and broader selection of content — or both.

原因？ YouTubers比其他网站上的用户更具吸引力。尽管在YouTube上观看视频的人数比在MySpace上观看的人数多了2740万(在comScore Video Metrix报告中，Fox Interactive Media网站名列第二，占据了在线视频市场的6.4％)，但真正的区别在于参与度。 YouTube用户平均每位观看者观看50.4个视频，而MySpace的平均观看者仅为12.8个视频。这可能是由于YouTube上的社区更加强大，或者内容的选择范围越来越广，或者两者都有。

Even though Hulu, a joint venture between Fox and NBC that streams full-length movies and television shows, debuted on the list in 10th place with 88.2 million streams, short form remains the most popular type of online video. The average video length, according to comScore, was 2.7 minutes. The popularity of short clips online has been one of the reasons that web video has been so hard to monetize — pre, mid, or post-roll advertisements just don’t work well with videos under 3 minutes long.

尽管葫芦，福克斯和NBC之间的合资企业，溪流全长电影和电视节目，首次亮相的名单中第10位88.2百万的视频上，短形式仍然是最流行的类型的在线视频。根据comScore，平均视频时长为2.7分钟。在线短片的受欢迎程度一直是网络视频如此难以货币化的原因之一-前，中或后广告在3分钟以下的视频中效果不佳。

comScore’s report paints a vastly different picture than a similar online video market report from Hitwise a couple of weeks ago. The May US video market numbers from Hitwise indicated a 9% year-over-year decline in the overall video market. That’s a significant difference from the large category growth that comScore reported. The only thing consistent between the two reports is Google’s dominance (though YouTube controls a whopping 75.43% of the video market according to Hitwise).

comScore的报告所描绘的画面与几周前Hitwise的类似在线视频市场报告截然不同。 Hitwise的5月份美国视频市场数据表明，整个视频市场同比下降了9％。与comScore报告的大型类别增长相比，这是一个巨大的差异。这两份报告之间唯一的一致之处就是Google的统治地位(尽管根据Hitwise，YouTube占据了视频市场高达75.43％的份额)。

Such a wide discrepancy is likely due to the specific sites included in each company’s respective index. While Hitwise focuses on video-specific sites like YouTube, MySpace TV, and Veoh, comScore includes non-video-only sites such as Disney and ESPN.com in its report.

如此大的差异可能是由于每个公司各自索引中包含的特定网站。虽然Hitwise专注于YouTube，MySpace TV和Veoh等视频特定网站，但comScore在其报告中包括迪士尼和ESPN.com等非视频网站。