The number of people watching “long” videos is increasing…

…which means you probably should measure video viewings by length of video in addition to the usual measures such as the amount of video viewed.

Online Media Daily reported that, according to Nielsen, the number of unique visitors to Hulu.com increased from 9 million to 10.1 million between October 2008 and May; total streams, 206,000 to 382,000.  You can watch entire TV series episodes and movies on Hulu. 

Also: "The average video is now 14 minutes long,
whereas a year ago all but one of Blip's top 25 shows was under 5
minutes. The two-minute limit no longer applies."

This is stark contrast to 12seconds.tv, the video service equivalent to Twitter.  12seconds can be incorporated with Twitter (it's a button on TweetDeck), Facebook and other social media services.

Online video usage study illustrates differences between observed and self-reported measures

Joe Mandese’s Online Media Daily story explains why a Ball State study shows that online video usage has been “vastly overstated.”  The reason:  Previous estimates were based on people self-reporting what they watched, while the Ball State (rather expensive and labor intensive) study actually observed them.

Watching online video is perceived as cool, while watching a lot of TV…not so cool.  Hence the overstatement of the former and the understatement of the latter.

What this means for measuring video usage:  Rely more on your internal video metrics (e.g.,  number of times a video was viewed, how much of it was viewed, whether it was forwarded) than on attitudinal research.