SYDNEY: Online video continues to gain popularity in Australia, with the average viewer watching 108 pieces of short- and long-form content in May 2011.

ComScore, the research firm, reported that 10.7m netizens streamed 1.2bn clips, TV shows and other such material in May, typically dedicating over ten hours to this pastime across the month.

Some 8.6m people engaged in this activity using YouTube, and visitors to Google's video-sharing property watched an average 71 pieces of user-generated content or official programming.

YouTube accounted for the "vast majority" of the 613m items accessed via Google's portfolio of sites, which collectively took a 52.3% share of the category on this metric.

Microsoft's stable delivered 35.6m bits of content, a penetration of just 3%, totals reaching 16.9m and 1.4% for Facebook.

However, while visitors to Microsoft's services enjoyed 11 videos each over the course of the month, members of Facebook watched only six.

Vevo attracted 2.5m people, standing at 2.1m regarding Viacom Digital, 1.7m concerning Yahoo's various portals, 1.1m for Daily Motion, and 886,000 relating to sites owned by Amazon.

An in-depth analysis of the news sector by comScore also revealed the Australian Broadcasting Corporation was the top-ranked platform.

It racked up 712m visitors, consuming 7.7 clips apiece, and logging a dwell time of 67 minutes per person during the month.

This figure fell to 47 minutes for all news providers, with, the CNN Network and HPMG among the other popular offerings.

Data sourced from comScore; additional content by Warc staff