comScore has just released some telling stats about the massive growth of live streaming video over the web. According to the analytics company, over the past year, the amount of time American audiences spent watching video on the major live video publishers (Justin.tv, Ustream, Livestream, LiveVideo, and Stickam) has grown 648% to more than 1.4 billion minutes. Of course, video consumption on the web has grown generally—U.S. audiences watching YouTube and Hulu increased 68% and 75%, respectively, over the same time period. comScore says that even though live stream viewership still represents a fraction of the total time spent watching online video, it does indicate that viewers are increasingly looking for live streams on the web.
While live online video sites don’t have nearly as much of an audience as static video sites, the live video sites have been able to keep their audiences more engaged for a longer period of time. For example, the average live streamed video view is 7% longer than the average online video view.
Live video could also be good news for advertisers looking to target demographics via video advertising. Live video sites are 72% more likely to deliver the demographic, males age 18-34, than the average online video site. In fact, males age 18-34 comprise almost 30% of the total live video viewing audience on comScore’s sample sites.
In particular, comScore says that Justin.tv, Ustream, and Livestream have all grown significantly in terms of viewership over the past year. In July, Ustream reached more than 3.2 million unique viewers, with Justin.tv reaching 2.6 million and Livestream 2.4 million. Livestream, however, served more than 160 million videos, compared to roughly 130 million from Justin.tv and 20 million from Ustream. Vut those 20 million videos on Ustream were viewed eight minutes longer on average than videos on Justin.tv and 17 minutes more than those on Livestream. In terms of total minutes, viewers logged nearly 900 million minutes watching Justin.tv in July, outpacing the other two sites.
The growth in live streaming viewership isn’t particularly surprising. More and more viewers are looking to their computers and mobile devices for live video content as players like Ustream and Justin.tv provide a platform for these events. Justin.tv just released and Android app that allows you to broadcast video live, and an iPhone app is in the works. And Ustream has already released a similar Android app. Ustream has raised a whopping $90 million in venture funding, and CEO Jon Ham is confident that his company can remain a leader in the space when YouTube eventually starts its own live stream platform (YouTube has dabbled in the space but it is rumored that Google will be launching a live streaming feature).
“comScore is a global Internet information provider to which leading companies turn for consumer behavior insight that drives successful marketing, sales and trading strategies. comScore’s experienced analysts work closely with clients to identify their business objectives and determine how they can best apply and benefit from comScore’s vast databases of consumer behavior. comScore maintains massive proprietary databases that provide a continuous, real-time measurement of the myriad ways in which the Internet is used and the wide variety of activities that...
Ustream is the pioneer in live social video streaming, boasting the largest global community with more than 80 million viewers and broadcasters. The company’s innovative cloud technology enables anyone – from entertainers to consumers, to companies to non-profit organizations – to easily connect and broadcast in real-time. Founded in 2007, Ustream is a San Francisco-based company that has grown to more than 160 employees within their San Francisco, Los Angeles, and Budapest offices. Company partners include Panasonic, Samsung, Logitech,...
Founded in October 2006, Justin.tv is the largest online community to live streaming service , look andcommunication around broadcast. Using only a laptop, you can share your event, class, party, idea, to anyone in over 250 countries while they chat in real-broadcast with you and with other people. With more than 41 million unique visitors per month and 428,000 channels broadcasting live video, Justin.tv is the leading live video site on the Web, enabling users to create real-time connections...
Livestream’s mission is to connect people and live events. Livestream offers event owners a complete set of hardware and software tools to share their events with a growing community online. More than 30 million viewers each month watch thousands of live events from customers including The New York Times, Facebook, ESPN, SpaceX and Warner Bros. Records. Founded in 2007, Livestream is headquartered in New York with offices in Los Angeles, Ukraine and India. http://www.livestream.com.
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