A new study was released this week:
According to July data from comScore, 178 million U.S. Internet users watched online video content during the month for an average of 14.7 hours per viewer. Google Sites, driven primarily by video viewing at YouTube.com, ranked as the top online video content property with 143.2 million unique viewers, followed by Yahoo! Sites, with 55.1 million viewers. Facebook.com jumped one position to capture the #3 spot.
Google Sites had the highest number of overall viewing sessions with 1.9 billion and average time spent per viewer at 283 minutes, or 4.7 hours.
| Top U.S. Online Video Properties by Video Content Views (July 2010 Total U.S. Home/Work/University Locations) | |||
| Property | Total Unique Viewers (000) | Viewing Sessions (000) | Minutes per Viewer |
| Total Internet Audience | 178,148 | 5,234,655 | 882.0 |
| Google Sites | 143,226 | 1,884,498 | 282.7 |
| Yahoo! Sites | 55,107 | 238,322 | 28.6 |
| Facebook.com | 46,571 | 166,186 | 18.3 |
| Microsoft Sites | 45,558 | 219,149 | 40.2 |
| VEVO | 43,911 | 202,091 | 68.5 |
| Fox Interactive Media | 38,136 | 164,760 | 27.2 |
| Turner Network | 33,442 | 107,793 | 25.3 |
| Viacom Digital | 30,715 | 70,617 | 44.8 |
| Disney Online | 28,475 | 64,104 | 6.0 |
| Hulu | 28,455 | 153,845 | 158.0 |
| Source: comScore Video Metrix | |||
Americans viewed nearly 3.6 billion video ads in July, with Hulu generating the highest number of video ad impressions at 783 million. Tremor Media Video Network ranked second overall (and highest among video ad networks), followed by BrightRoll Video Network and Microsoft Sites. Video ads reached 44.5% of the total U.S. population an average of 27 times during the month. Hulu delivered the highest frequency of video ads to its viewers with an average of 27.9 over the course of the month.
| Top U.S. Online Video Properties by Video Ads Viewed (July 2010 Total U.S. Home/Work/University Locations) | |||
| Property | Video Ads (000) | Frequency (Ads per Viewer) | % Reach Total U.S. Population |
| Total Internet Audience | 3,559,928 | 26.8 | 44.5 |
| Hulu | 783,304 | 27.9 | 9.4 |
| Tremor Media Video Network | 451,864 | 8.0 | 19.0 |
| BrightRoll Video Network | 248,345 | 6.0 | 13.9 |
| Microsoft Sites | 232,256 | 9.1 | 8.5 |
| Google Sites | 219,326 | 4.6 | 15.9 |
| Crosspoint Media | 206,269 | 7.3 | 9.5 |
| SpotXchange Video Ad Network | 170,895 | 4.3 | 13.4 |
| CBS Interactive | 134,798 | 6.1 | 7.4 |
| BBE | 120,179 | 4.5 | 8.9 |
| Viacom Digital | 110,810 | 5.4 | 6.9 |
| Source: comScore Video Metrix | |||
Additional findings from July 2010 include:
- The top video ad networks in terms of their potential reach of the total U.S. population were: ScanScout Network at 40.5%, BrightRoll Video Network at 39.4%, and Break Media Network at 38.7%
- 84.9% of the total U.S. Internet audience viewed online video
- The duration of the average online content video was 4.8 minutes, while the average online video ad was 0.4 minutes
- Video ads accounted for 9.8% of all videos viewed and 0.9% of all minutes spent viewing video online
More information from comScore may be found here.
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