comScore released market study data showing that 172 million U.S. Internet users watched online video content in November. The total U.S. Internet audience engaged in nearly 5.2 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 145.8 million unique viewers. Yahoo! Sites took the #2 spot with 61.8 million viewers, followed by VEVO with 50.3 million viewers. AOL, Inc., which recently acquired 5min in September, secured fourth place with 47.7 million viewers. Viacom Digital closely followed with 47.3 million viewers.
Google Sites had the highest number of viewing sessions with nearly 2.0 billion, and average time spent per viewer at 271 minutes, or 4.5 hours.
Americans viewed more than 5.4 billion video ads in November, with Hulu generating the highest number of video advertisement impressions at more than 1.1 billion.
Tremor Media Video Network ranked second overall (and highest among video ad networks) with 477 million ad views, followed by ADAP.TV (446 million) and Microsoft Sites (427 million). Video ads reached 49 percent of the total U.S. population an average of 36.8 times during the month.
CWTV.com delivered the highest frequency of video ads to its viewers with an average of 68.5 over the course of the month after recently starting to run full ad-loads comparable to those of television.
Other findings from the November 2010 study include:
- The top video ad networks in terms of their potential reach of the total U.S. population were: ScanScout Network at 44.3 percent, BrightRoll Video Network at 41.5 percent and Break Media at 39.9 percent.
- 84.2 percent of the U.S. Internet audience viewed online video.
- The duration of the average online content video was 5.1 minutes, while the average online video ad was 0.4 minutes.
- Video ads accounted for 15.3 percent of all videos viewed and 1.4 percent of all minutes spent viewing video online.