Google's YouTube might seem the dominant player in the online video market, but it has yet to capture a majority of this massive, and growing, market.
According to new figures, during November, videos posted on YouTube were watched 88.3 billion times, giving the site a 43 per cent share of the market. But the rest of the market is massively fragmented, and the next-biggest global player, Youku, which is based in China, lags well behind, with a global market share of just 2.3 per cent.
Facebook videos, meanwhile, attracted almost 2.6 billion worldwide views, giving the social media giant a comparatively tiny 1.3 per cent of the market.
Dan Piech, product manager for video with comScore, which compiles the regular statistics, said: "As global broadband connectivity continues to rise, online video viewing has taken off in a big way and has become a fully integrated component of the digital content experience."
Video viewing online is most popular among Canadians, who watch an average of more than 300 videos each through their various connected devices every month. But Britons are not far behind, clocking up 269 views each in a typical month.
The UK market is typical of those elsewhere in the world, with Google sites the source of 43.8 per cent of all videos watched. BBC sites, including its own iPlayer, rank third, and account for just 1.3 per cent of the total market.