While I hesitate to read too much into any one month’s results, Nick Gogerty of San Diego-based Inclue emailed me to say he has a post up about a quirk in the latest comScore data. I pointed earlier to the increasing audience size in an earlier post, but Nick’s has done some quick and dirty calcs to show the clips/user/month declined at most of the major video sites in August.
So, the obvious question, why, and does it matter? Certainly August is an unusual month, with many people on holidays and off the grid, so it wouldn’t be surprising, given that daytime is the new (online) primetime, that the number of videos people watched declined somewhat. There are also methodological issues, with it difficult to know how much of a swing is created by changes in how comScore calculated things. Nevertheless, it’s food for thought, so thanks Nick.