In July, YouTube viewers watched about 5 billion videos, according to ComScore Video Metrix. That's 10 times higher than the number available through runner-up Fox Interactive Media. Hulu came in eighth with 119 million videos watched.
Of course, YouTube viewers go to the site for clips, not shows, as YouTube product manager Shiva Rajaraman acknowledges. "It's like walking into two different department stores," he says. "You have different expectations, and you act differently."
But, Rajaraman notes, reaction has been positive to previously posted long-form content such as "The Tudors," and full-length videos will bring YouTube closer to becoming a clearinghouse for all forms of video content. Also, users might be drawn to YouTube for its comments section and related video content, absent from most other online TV streaming sites.
"Participation is merited, and users have an audience for whatever they contribute," Rajaraman says.
For now, only a selection of episodes from each show is available (par for the course for online TV), and they're somewhat hard to find. The episodes aren't hyped on YouTube's landing page -- which might explain the relatively low view counts -- as YouTube studies its users' reactions and explores how best to promote full episodes on the site.
Google shares gained $3.02 Friday to $332 in Nasdaq trading.
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swati.pandey@latimes.com
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