comScore released market data showing that 175 million U.S. Internet users watched online video content in October for an average of 15.1 hours per viewer. The total U.S. Internet audience engaged in more than 5.4 billion viewing sessions during the course of the month.
Google Sites, driven primarily by video viewing at YouTube.com, ranked as the top online video content property with 146.3 million unique viewers. Yahoo! Sites captured the #2 spot with 53.8 million viewers, followed by Viacom Digital, jumping 4 positions in October with 52.9 million viewers.
VEVO secured fourth place with 47.6 million viewers, closely followed by Facebook.com with 47.4 million. Google Sites had the highest number of viewing sessions, crossing the 2.0 billion mark in October, and average time spent per viewer at 272 minutes, or 4.5 hours.
Americans viewed more than 4.6 billion video ads in October, with Hulu generating the highest number of video ad impressions at a record 1.1 billion. Tremor Media Video Network ranked second overall (and highest among video ad networks) with 533 million ad views, followed by ADAP.TV (435 million) and BrightRoll Video Network (374 million).
Video ads reached 45 percent of the total U.S. population an average of 34 times during the month. CWTV.com delivered the highest frequency of video ads to its viewers with an average of 50.8 over the course of the month.
Findings from comScore's October 2010 market study include:
- The top video ad networks in terms of their potential reach of the total U.S. population were: ScanScout at 44.3 percent, Break Media at 42.0 percent and BrightRoll Video Network at 41.9 percent.
- 84.1 percent of the U.S. Internet audience viewed online video.
- The duration of the average online content video was 5.0 minutes, while the average online video ad was 0.4 minutes.
- Video ads accounted for 12.8 percent of all videos viewed and 1.2 percent of all minutes spent viewing video online.