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40 billion online videos viewed by U.S. Internet users in January, says comScore

Feb 22, 2012 3:36 PM

    

A video is defined as any streamed segment of audiovisual content, including both progressive downloads and live streams. For long-form, segmented content, (e.g. television episodes with ad pods in the middle) each segment of the content is counted as a distinct video stream. Source: comScore. Click on graphic for enlarged image.

America’s love affair with watching videos via the Internet continued in January with some 181 million U.S. Internet users watching about 40 billion online videos, according to a tally released Feb. 20, 2012, by comScore.

The data from the comScore Video Metrix service show Google-related sites, driven mostly by YouTube.com, topped the list of online video content providers with 152 million unique users. Second on the list was VEVO with 51.5 million, followed by Yahoo! Sites with 49.2 million, Viacom Digital with 48.1 million and Facebook.com with 45.1 million.

Of the 40 billion online video views for the month, Google sites generated the most with 18.6 billion, followed by Hulu with 877 million and VEVO with 717 million.

The average viewer watched 22.6 hours of online video content last month. Google sites with 7.5 hours and Hulu with 3.2 had the highest average engagement among the top 10 video content properties, according to comScore.

Viewers also watched 5.6 billion video ads last month, the figures reveal. Hulu delivered the highest number of video ad impressions with 1.4 billion. Next came Adap.tv with 652 million ad views, followed by BrightRoll Video Network with 598 million, Tremor Video with 580 million and Specific Media with 398 million.

Viewers spent more than 2.3 billion minutes last month viewing video ads. According to the comScore data, video ads delivered online reached 47 percent of the total U.S. population an average of 38 times in January.

The comScore data also shows 84.4 percent of the U.S. Internet audience viewed online video and that the duration of the average online content video was 6.1 minutes. The average ad was 0.4 minutes, and video ads accounted for 12.2 percent of all videos viewed and .9 percent of all minutes spent viewing video online, comScore said.

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