1. In the Know
February 2009
General US Info
• Population 303.8M
(CIA World Factbook, July 2008 estimate)
• Population online: 72.5%
(InternetWorldStats.com, pulled February 2009)
• 92.8% of active US Internet users connect via broadband
(“The Bandwidth Report,” WebsiteOptimization.com, February 2009)
No
Response
• 79% of US Internet users view video online $0K – $24,999K
$150K+
(comScore Video Metrix, December 2008) 2% 6%
10%
$25K – $49,999K
Key YouTube Dates
20%
$100K – $149,999K
18%
• Founded: February 2005
• Launched: December 2005 19% 25%
• Acquired by Google: November 18, 2006 $75K – $99,999K $50K – $74,999K
YouTube Videos Nearly half (47%) of YouTube’s users
have annual incomes of $75K+
• Hundreds of millions of videos viewed daily
• Hundred of thousands of videos uploaded daily
• 15 hours of video uploaded every minute
(YouTube Internal Data, February 2009)
• Millions of High Definition (HD) playbacks daily No
Response
(YouTube Internal Data, February 2009) Post Graduate Grammar
1%
Degree School
• Channel subscriptions and user uploads
14%
13%
to the site have doubled in the past year Some High
School
8%
(YouTube Internal Data, January 2009)
Bachelor’s 21%
Degree
US Site Stats
15% HighSchool
Graduate
(Nielsen//NetRatings, December 2008) 8%
20%
• #6 Largest Internet destination Associate
Degree
Some
• #1 Entertainment site on the Internet College
• 80.7M unique monthly visitors 42% of audience has some form of
higher education degree; 13% hold
• Average minutes per user each month: 54
post–doctorate degrees
• Pageviews per month: 5.3B
YouTube Users Users (M) % Users
Age All 80.7 –
<18 14.4 18%
18-34 16.0 20%
35-44 15.6 19%
45-54 18.3 23%
55+ 16.3 20%
Gender Male 42.0 52%
Female 38.7 48%
International
• Over 50% of YouTube’s traffic comes from outside the US
(DART for Publishers, July 2008)
• If YouTube were a country, it would be the #3 most-populated in the world
(comScore, May 2008; CIA Factbook, July 2008 estimate)
• YouTube has localized in:
Australia Hong Kong Mexico Sweden
Brazil Ireland Netherlands Taiwan
Canada Italy New Zealand UK
Czech Republic India Poland
France Japan Russia
Germany Korea Spain

2. Sites in the Space
Site Unique Audience Time Per Person Video Views
[000] [hh:mm:ss} [000]
YouTube 80,704 0:54:37 5,854,875
Myspace.com 58,418 1:40:17 367,448
Facebook 55,217 2:07:58 24,422
Comcast Corp. 28,079 0:59:57 44,290
Flickr 17,606 0:07:37 998
MSN Video 10,427 0:02:50 51,260
Yahoo! Video 7,610 0:05:35 38,928
Metacafe 6,272 0:06:03 24,873
Digg.com 5,553 0:02:02 275
Yelp 5,339 0:03:19 --
hulu 5,173 0:15:32 240,585
TV.com 4,999 0:03:02 369
Break.com 4,804 0:04:54 60,121
Dailymotion 3,887 0:13:57 37,839
Veoh 3,637 0:08:42 24,514
Funny or Die 3,122 0:03:53 --
blip.tv 1,748 0:03:13 5,563
Heavy 1,631 0:01:10 3,511
eBaumsWorld.com 1,546 0:04:57 2,259
StumbleUpon 1,486 0:08:29 --
LiveVideo 1,087 0:02:25 3,836
Joost.com 1,053 0:14:35 543
Revver 901 0:01:07 3,564
Brightcove 826 0:01:17 31,507
Del.icio.us 756 0:03:14 46
Sling Media 635 -- 308
Friendster 621 0:05:06 --
Netvibes 501 1:05:17 --
Second Life 242 -- --
Source: Unique visits, time spent: Neilsen//NetRatings, December 2008; Video views: comScore Video Metrix,
December 2008; Note: “–” indicates that data was unavailable or site has an insufficient sample size to be
tracked properly; Yahoo! Video views represents views across Yahoo! sites.
Videos to Know Within the YouTube Community
Don’t just watch the video, watch through the video: read the comments,
view the responses, and experience the story for yourself.
Search “Free Doritos” Search “Evolution of
Dance 2”
Users create celebrated
Super Bowl ad Most-viewed video on
YouTube gets a sequel
Search “YouTube Search “T-Mobile
Street Fighter” Liverpool Street”
Dynamic gaming through Guerilla marketing becomes
YouTube Annotations feature immersive brand experience
Online Video Is Mainstream
• Americans stream 14.3B videos online each month
(comScore Video Metrix, December 2008)
• The average US viewer spends more than 5 hours watching video online each month
(comScore Video Metrix, December 2008)
• Duration of the average online video: 3.2 minutes
(comScore Video Metrix, December 2008)
• 4.1% of US Internet users have uploaded a video to a website in the last month
(Mediamark Research & Intelligence, January 2009)