Over-the-Top video consumption in America increased, yet again. comScore released their February 2010 market study results showing that more than 174 million U.S. Internet users watched online video during the month. Video viewers at Hulu watched a record amount of video per person -- at 2.4 hours per viewer.
U.S. Internet users watched 28.1 billion videos in February, with Google Sites ranking as the top video property with 11.9 billion videos -- representing 42.5 percent of all videos viewed online. YouTube.com accounted for more than 99 percent of all videos viewed.
Hulu ranked second with 912.5 million videos, or 3.2 percent of all online videos viewed. Microsoft Sites ranked third with 623 million (2.2 percent), followed by Yahoo! Sites with 455 million (1.6 percent) and Turner Network with 318 million (1.1 percent).
More than 174 million U.S. online viewers watched an average of 161 videos per viewer during the month of February.
Google Sites attracted 133.2 million unique viewers during the month (93.9 videos per viewer), followed by Yahoo! Sites with 53.5 million viewers (8.5 videos per viewer) and CBS Interactive with 45.3 million viewers (6.4 videos per viewer). The average Hulu viewer watched 23.3 videos during the month, representing another all-time high for the property.
In February, Tremor Media ranked as the top video advertising network with a potential reach of 81.7 million viewers, or 46.9 percent of the total video viewing audience. YuMe Video Network ranked second with a potential reach of 75.5 million viewers (43.3 percent penetration) followed closely by Advertising.com Video Network with 74.8 million viewers (42.9 percent).
Other highlights from the market study include:
- The top video ad networks in terms of their actual reach delivered were: Joost Video Network (by Adconion Media Group) with 38.3 percent penetration of online video viewers, BBE with 18.3 percent, and BrightRoll Video Network with 18.1 percent.
- 83.1 percent of the total U.S. Internet audience viewed online video.
- 132.4 million viewers watched 11.9 billion videos on YouTube.com (89.5 videos per viewer).
- The average Hulu viewer watched 23.3 videos, totaling 2.4 hours of video per viewer.
- The duration of the average online video was 4.3 minutes.