Technology | Media | Telecommunications

Monday, March 26, 2012

83.8% of U.S. Internet Users Now View Online Video

comScore released data showing once again, Google Sites -- driven primarily by video viewing at YouTube.com -- ranked as the top online video content property in February with 147.4 million unique viewers, followed by Yahoo! Sites with 60.9 million, VEVO with 52 million, Facebook.com with 43.6 million and Viacom Digital with 43.2 million.

Nearly 38 billion video views occurred during the month, with Google Sites generating the highest number at 16.7 billion, followed by Hulu with 951 million and Yahoo! Sites with 721 million.

The average viewer watched 21.8 hours of online video content, with Google Sites (7 hours) and Hulu (3.8 hours) demonstrating the highest average engagement among the top ten properties.

Americans viewed 7.5 billion video ads in February, with Hulu delivering a record-high number of video ad impressions at more than 1.5 billion. Google Sites ranked second with 1.1 billion video ads during the month, followed by Adap.tv with 706 million, BrightRoll Video Network with 683 million and Specific Media with 611 million.

Time spent watching video ads totaled nearly 3.2 billion minutes, with Hulu delivering the highest duration of video ads at 650 million minutes. Video ads reached 50 percent of the total U.S. population an average of 49 times during the month.

Hulu delivered the highest frequency of video ads to its viewers with an average of 48, while ESPN delivered an average of 26 ads per viewer.

The February 2012 YouTube partner data revealed that video music channels VEVO (50.8 million viewers) and Warner Music (29.9 million viewers) maintained the top two positions.

Gaming channel Machinima ranked third with 22.9 million viewers, followed by Maker Studios Inc. with 14.4 million, FullScreen with 12 million and Warner Bros (The Ellen Show) with 9 million.

Among the top 10 YouTube partners, Machinima demonstrated the highest engagement (64 minutes per viewer) closely followed by VEVO (61 minutes per viewer), while VEVO streamed the most videos (674 million) followed by Machinima (344 million).

Other findings from Comscore's February 2012 study include:

  • 83.8 percent of the U.S. Internet audience viewed online video.
  • The duration of the average online content video was 6.2 minutes, while the average online video ad was 0.4 minutes.
  • Video ads accounted for 16.6 percent of all videos viewed and 1.3 percent of all minutes spent viewing video online.