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Americans Viewed 9.5 Billion Video Ads in a Month

Over-the-Top video consumption continues to break prior records of online American viewership. comScore released data showing that an all-time high of 188 million U.S. Internet users watched 37.7 billion online content videos in August -- while video ad views totaled 9.5 billion.

Google Sites, driven primarily by video viewing at YouTube.com, ranked as the top online video content property in August with 150.2 million unique viewers, followed by Yahoo! Sites with 55 million, Microsoft Sites with 53.7 million, VEVO with 49.3 million and Facebook.com with 47.7 million.

Nearly 37.7 billion video content views occurred during the month, with Google Sites generating the highest number at 13.8 billion, followed by AOL, Inc. with 725 million. Google Sites had the highest average engagement among the top ten properties.

Americans viewed 9.5 billion video ads in August, with each of the top 4 video advertising properties delivering more than one billion video ads.

Google Sites ranked first with more than 1.7 billion ads, followed by BrightRoll Video Network with 1.4 billion, Adap.tv with 1.2 billion, Hulu with 1.1 billion and SpotXchange Video Ad Marketplace with 911 million.

Time spent watching video ads totaled 3.5 billion minutes, with BrightRoll Video Network delivering the highest duration of video ads at 717 million minutes.

Video ads reached 54 percent of the total U.S. population an average of 58 times during the month. Hulu delivered the highest frequency of video ads to its viewers with an average of 51, while Google Sites delivered an average of 19 ads per viewer.

The August 2012 YouTube partner data revealed that video music channel VEVO (47.6 million viewers) maintained the top position in the ranking, followed by Warner Music with 24.8 million. Machinima drew 21.9 million viewers, followed by Maker Studios Inc. with 20.9 million and FullScreen with 18.9 million.

Among the top 10 YouTube partners, Machinima demonstrated the highest engagement (85 minutes per viewer) followed by Maker Studios (47 minutes per viewer). VEVO streamed the greatest number of videos (569 million), followed by Machinima (529 million).

Other findings from the August 2012 study include:
  • 87.3 percent of the U.S. Internet audience viewed online video.
  • The duration of the average online content video was 6.7 minutes, while the average online video ad was 0.4 minutes.
  • Video ads accounted for 20.1 percent of all videos viewed and 1.4 percent of all minutes spent viewing video online.

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