And Now For Facebook's Next Trick: Video

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Last week, comScore released its U.S. Online Video Rankings for April 2010. We noted that Vevo in particular saw big growth in its first couple of months on the Web.

But as Clickz this morning wrote, social networking site Facebook has shot up the rankings, too. With 41,335,000 unique U.S. viewers in April alone, the site is no match for Google Sites (which includes YouTube and Google Video), as the leader of the ranking for top online video properties in the United States boasts a combined viewership of more than 136 million users per month. But its growth rate is worthy of some attention.

Facebook is climbing the rankings fast enough: comScore pegged its number of unique U.S. viewers at 13.3 million in April last year, so that means its viewership more than tripled in a year, according to the audience measurement firm.

Thus, Facebook has quietly nestled itself in the number 5 spot, just behind Yahoo Sites, Fox Interactive Media and Vevo. According to comScore, Facebook videos currently draw a bigger audience than known names like Microsoft, CBS, Hulu and Viacom.

Even if surprisingly few videos get viewed by users on average (5.6, compared to 96 on Google Sites and 24.7 on Hulu), the site seems poised for growth in this segment. With more than 400 million active users, the site could soon surpass Yahoo and Fox as one of the leading video destinations on the Web as far as the United States goes, and will likely fight a hard battle with Vevo for the number two spot in the rankings.

And as Clickz points out, a lot of the video content currently available on Facebook comes in the form of embedded YouTube units, but comScore counts views of those to Google Sites, so Facebook’s role in delivering video content to users is larger than the numbers actually suggest.

It would probably also help to stop hiding the ‘video’ page under the ‘Photos’ tab, which makes zero sense to me.

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