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Americans View 37 Billion Videos in October 2012

comScore released data showing that 183 million U.S. Internet users watched more than 37 billion online content videos in October, while video advertising views reached nearly 11 billion.

Google Sites, driven primarily by video viewing at YouTube.com, ranked as the top online American video content property in October with 153.2 million unique viewers, followed by Yahoo! Sites with 55.3 million, NDN with 53.2 million, VEVO with 53.1 million and AOL, Inc. with 53.1 million.

More than 37 billion video content views occurred during the month, with Google Sites generating the highest number at 13 billion, followed by AOL, Inc. with 711 million.

Google Sites had the highest average engagement among the top ten properties.

Americans viewed nearly 11 billion video ads in October, with each of the top 5 video ad properties delivering more than 1-billion video ads.

BrightRoll Video Network captured first place with more than 1.8 billion ads, followed by Google Sites with more than 1.7 billion, Hulu with 1.5 billion, Liverail.com with 1.2 billion and Adap.tv with 1.1 billion.

Time spent watching video ads totaled 3.8 billion minutes, with BrightRoll Video Network delivering the highest duration of video ads at 897 million minutes. Video ads reached 52 percent of the total U.S. population an average of 68 times during the month.

Hulu delivered the highest frequency of video ads to its viewers with an average of 59, while Google Sites delivered an average of 19 ads per viewer.

The October 2012 YouTube partner data revealed that video music channel VEVO maintained the top position in the ranking with 52.2 million viewers. Machinima climbed into the #2 position with 35.1 million viewers, followed by Maker Studios Inc. with 28.9 million, Warner Music with 26.3 million and Fullscreen with 25.1 million.

Among the top 10 YouTube partners, Machinima demonstrated the highest engagement (49 minutes per viewer) followed by VEVO (39 minutes per viewer). VEVO streamed the greatest number of videos (603 million), followed by Machinima (521 million).

Other findings from the October 2012 study include:
  • 86 percent of the U.S. Internet audience viewed online video.
  • The duration of the average online content video was 6.1 minutes, while the average online video ad was 0.4 minutes.
  • Video ads accounted for 22.6 percent of all videos viewed and 1.6 percent of all minutes spent viewing video online.

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