It's not just comScore predicting the effortless rise of online video: the latest Nielsen ratings for September 2011 have shown an even bigger appetite for TV over the web in the US.
Specifically, the research found that there were 164.4 million unique video viewers who streamed nearly 18 billion videos and spent almost 5 hours on average watching TV online.
In terms of leading online video destinations by video brands' unique viewers, YouTube totally unsurprisingly led the way with 126,466 million views followed by VEVO boasting 39.4 million. Yahoo! and Facebook accounted for just over 35 million and 31 million viewers respectively. The basic Hulu over the top (OTT) service accounted for 20.5 million views.
Low as it was in terms of uniqueness of views, Hulu fared a lot better when it came to online video destinations by total stream, coming second only to YouTube's 10 billion streams with 618 million. Some way behind was VEVO with 464 million; Yahoo! with 254 million; and Microsoft sites registering 221 million views.
Indicating how much it has come on in online video, or maybe conversely how far it has to go, Netflix racked up 216 million streams. However at 10 hours it was the top online video destination in terms of time per viewer. Next up, and manifestly indicating the compelling nature of the OTT product, was YouTube with 2:52 hours, tudou.com with 2:34 hours and OTT rival Hulu bringing up a rear of lower tier names with 2:26 hours.