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Americans View 9.4B Video Ads in September 2012

comScore released data showing that 181 million U.S. Internet users watched more than 39 billion online content videos in September, while video ad views totaled 9.4 billion.

Google Sites, driven primarily by video viewing at YouTube.com, ranked as the top online video content property in September with 150.3 million unique viewers, followed by Yahoo! Sites with 57.4 million, AOL, Inc. with 53.8 million, VEVO with 50.3 million and Facebook.com with 46.4 million.

More than 39 billion video content views occurred during the month, with Google Sites generating the highest number at 13.1 billion, followed by AOL, Inc. with 741 million. Google Sites had the highest average engagement among the top ten properties.

Americans viewed 9.4 billion video ads in September, with each of the top 5 video ad properties delivering more than 1-billion video ads. Google Sites ranked first with 1.8 billion ads, followed by BrightRoll Video Network with more than 1.3 billion, Hulu with 1.2 billion, Liverail.com with more than 1.1 billion and Adap.tv with 1 billion.

Time spent watching video ads totaled 3.4 billion minutes, with BrightRoll Video Network delivering the highest duration of video ads at 681 million minutes.

Video ads reached 51 percent of the total U.S. population an average of 60 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 20 ads per viewer.

The September 2012 YouTube partner data revealed that video music channel VEVO (48.8 million viewers) maintained the top position in the ranking, followed by Warner Music with 24.4 million.

Maker Studios Inc. climbed into the #3 position for the first time with 23.5 million viewers, followed by Machinima with 22.7 million and Fullscreen with 21.2 million.

Among the top 10 YouTube partners, Machinima demonstrated the highest engagement (70 minutes per viewer) followed by VEVO (38 minutes per viewer). VEVO streamed the greatest number of videos (545 million), followed by Machinima (449 million).

Other notable findings from September 2012 include:
  • 85 percent of the U.S. Internet audience viewed online video.
  • The duration of the average online content video was 6.4 minutes, while the average online video ad was 0.4 minutes.
  • Video ads accounted for 19.3 percent of all videos viewed and 1.3 percent of all minutes spent viewing video online.

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