Google's YouTube leads U.S. online video market

As of the end of November, internet rating form comScore concluded that Google, Inc.'s (NASDAQ: GOOG) YouTube online video sharing service led all the U.S. online video competition, holding a 27.6% market share in September. It's no surprise -- if I were to ask 10 people where they could go to watch video on the web, my hunch is that at least 9 would say YouTube.

Was YouTube worth the billion-plus that Google paid for it? First-mover advantage is everything, and if Google can find a workable strategy to monetize the site, then most likely the $1.65 billion price tag won't look like very much. comScore also stated that Google-owned sites ranked as the top U.S. video property. In September, there were 2.6 billion videos viewed. 2.5 billion of those were via YouTube. I suspect the other 0.1 billion came courtesy of Google Video.

Coming in behind Google in September was News Corp's (NYSE: NWS) Fox Interactive Media, which includes MySpace, and Yahoo, Inc. (NASDAQ: YHOO), which saw 387 million and 381 million videos viewed, respectively. Is online video beginning to compete more and more with broadcast television? It's not too hard to let the cat out of the bag with that statement, since over 9 billion videos were viewed online in September. An estimated 75% of American internet users participated in all that viewing. Yes, I would say that is competition.