Social media juggernaut Facebook surged into the number 2 position for unique video viewers on comScore's U.S. online video ranking for October, 2011. This is the highest rank Facebook has achieved, and its 59.8 million viewers nudged it past VEVO at 57 million, which was down just slightly from September. Facebook's unique viewers jumped approximately 10 million from its September total of approximately 50 million viewers. The big October bump comes after a relatively flat past 12 months of viewers, though a doubling of monthly video views (see charts below). In October alone, Facebook's total video views increased to 346 million, 37% higher than September.
Add it all up and 2011 has been a huge year for Facebook expanding into all sorts of video activities. But while Facebook is gaining momentum, it is still far behind YouTube, the perennial 800-pound gorilla of the online video world (yesterday's comScore rankings pegged YouTube at 161.4 million unique viewers and 18.6 billion videos viewed). And YouTube is hardly sitting on its hands; in 2011 it has announced plans to launch one hundred independent video channels, expanded its selection of movies available for rent, and ramped up its "True View" video ad format, among other things. With YouTube, Facebook and others jostling, a lot of innovation surely lies ahead.
VideoNuze is the authoritative online source for original analysis and news aggregation focused on the burgeoning online video industry. Founded in 2007 by Will Richmond, a 20-year veteran of the broadband, cable TV, content and technology industries, VideoNuze is read by executive-level decision-makers who need to get beyond the standard headlines and achieve a deep understanding of online video’s disruptive impact.