YouTube home to nearly half web clips watched in UK
YouTube accounted for almost 50% of the 3.5bn video clips viewed by UK web users in March, well ahead of the 1.2% share of the BBC and its iPlayer service, according to research firm comScore.
Google, driven almost entirely by the popularity of its video-sharing website YouTube, attracted a 48% share of UK online video traffic - 1.68bn views - in March, according to comScore Video Metrix.
The BBC's websites, including the iPlayer online catch-up TV service, managed a 1.2% share, or 42.4m video views, of the 3.5bn videos watched in the UK in total that month.
In the case of the BBC this is a significant increase in the 34m videos viewed in November last year, before the launch of the iPlayer.
However, the BBC's share of the UK online video market has remained around the same as the total number of monthly views has grown from 3bn in November 2007, according to comScore.
Fox Interactive Media, the parent company of MySpace, ranked third in the UK in March with a 0.9% share, just under 30m videos viewed; with Microsoft's portfolio of UK websites ranking fourth with a 0.7% share and 25m views.
The top five is completed by Yahoo's websites with a 0.6% share and 20m videos viewed in March.
Dailymotion.com, Veoh.com, Disney, Viacom and Metacafe completed the UK online video top 10 in March, with each holding around a 0.4% share, between 13m and 15m views, according to comScore.
In total 27.4 million UK internet users watched an average of 128 online video clips per viewer in March.
ComScore said that this was the highest online viewing rate per user of the five countries - the US, Canada, France and Germany - it measures.
Google attracted the most unique video users in March, just short of 21 million, who each watched an average of 81 clips.
The BBC's websites ranked second, with 6.3 million unique viewers each watching on average 6.7 clips of video content during the month.
The BBC has significantly increased its online video unique viewer numbers from around 5 million last November, before the full launch of the iPlayer.
MySpace parent FIM was third with 5.4 million unique viewers each watching an average of 5.5 videos in March.
Microsoft ranked fourth with 4.8 million unique viewers for the month and on average 5.2 videos viewed each.
Yahoo rounded out the top five with 3.7 million unique viewers for the month and an average of 5.4 videos watched by each user.
ComScore only measures use by users aged over 15 and only takes date from internet use at home and work locations.
The company excludes traffic from publicly accessible computers in venues such as internet cafes and educational establishments, or access from mobile phones or personal digital assistants.
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