Joseph O'Halloran ©RapidTVNews | 18-07-2011
Online video in the US is continuing its strong growth with the latest monthly comScore rankings showing that Internet users in the country took part in more than 6.2 billion viewing sessions in June 2011.
The latest in the monthly comScore Video Metrix showed that overall 85.6% of the U.S. Internet audience viewed online video with 178 million US Internet users watching online video content in June for an average of 16.8 hours per viewer. Even though hours per viewers expanded by only a single percentage, this represented a 2 million increase in users but the key was passing the six billion session barrier.
Of these sessions, Google Sites were responsible for just over a third (2.3 billion) and as ever YouTube propelled the company to dominate the top online video content property rankings, with 149.3 million unique viewers, followed by VEVO with 63.0 million viewers. Next was Yahoo! Sites with 52.7 million viewers; Microsoft Sites fourth with 50.7 million viewers; Viacom Digital fifth with 49.5 million viewers. Even though it attracted only 26.7 million unique viewers, the Hulu over the top (OTT) VOD service proved the value of compelling content with 184.8 million minutes per viewer, beaten only by Google sites with 324.1 minutes. By way of stark comparison, VEVO had only 112 minutes per viewers even though it attracted more than twice the number of unique viewers.
From a business perspective, Hulu set the pace for the US online video audience generating the highest number of video ad impressions at more than 1.0 billion for a total audience who watched nearly 5.3 billion video ads in June 2011. Video ads reached almost half (49%) of the total US population an average of 35.6 times during the month. Hulu grabbed the lion’s share of video ads to its viewers with an average of 38.8 over the course of the month.
Tremor Media Video Network ranked second overall (and highest among video ad networks) with 753 million ad views, followed by Adap.tv (678 million) and BrightRoll Video Network (629 million). Time spent watching videos ads totalled more than 2.2 billion minutes during the month, with Tremor Media Video Network delivering the highest duration of video ads at 429 million minutes.
The survey also revealed that the duration of the average online content video was 5.4 minutes, while the average online video ad was 0.4 minutes. Video ads accounted for 13.6% of all videos viewed and 1.3% of all minutes spent viewing video online.