In what many are considering a big surprise, YouTube is only in third place in video streaming in the U.S.
The Fox (NWS) behemoth MySpace is way out ahead with a total of 1.4 billion streams being watched in the month of August, which accounts for 20.1 percent all all Web streaming in the U.S. space, according to Media Metrix. YouTube's third place finish entailed 688 million streams or 9.9 percent of the total.
"Historically, traffic metrics were the only tools available for analyzing this space. While these measures provide important information on the number of unique visitors to a site, they do not properly measure how many people are actually viewing video content across the Web and how many streams they are viewing, both of which are vital to understanding video's advertising capacity," said Erin Hunter, executive vice president of comScore's Media and Entertainment Group. "Our data illustrate that the top-ranked sites by streaming activity do not directly correspond to the most trafficked sites, rebutting the sole use of traffic as a gauge of video consumption."
With Yahoo (YHOO) not being in the good graces of most people lately, it has come as somewhat of a surprise that they came in a solid second place with 823 million streams, which accounted for 11.8 percent of the U.S. total.
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