Joseph O'Halloran ©RapidTVNews | 23-09-2011

A record 6.9 billion viewing sessions were recorded by the 180 million US Internet users watching online video in August 2011 according to the latest comScore Video Metrix.

The analyst’s monthly round up on the online video industry in the US showed for the first time the comScore YouTube Partner Reporting which gives full breakdown of just how YouTube dominates online video and which particular YouTube offerings are driving Google’s market dominance.

The data revealed that the VEVO video music channels led the YouTube offerings with 60.6 million viewers followed by with 30.9 million viewers. Right behind was the Machinima gaming channel with 17.7 million viewers, followed by Maker Studios with 10 million, Demand Media with 8.4 million and Revision3 with 6.6 million. In terms of engagement VEVO and Warner were watched on average for more or less an hour and 30 minutes respectively.

What this meant was that in all Google Sites ranked again as the top online video content property in August 2011 with 162 million unique viewers, while in its own right VEVO ranked second with 62.3 million. remained third with 51.7 million viewers, followed by Viacom Digital with 49.9 million and Microsoft Sites with 46.4 million.

Looking at the all-time high 6.9 billion viewing sessions in the month, Google Sites accounted for 3.5 billion of these, with the average viewer watching 18 hours of online video content during the course of the month, with Google Sites (5.7 hours) and Hulu (3.2 hours) demonstrating the highest engagement, almost three times as much as its nearest competitor.

The Hulu over the top (OTT) service also did the business generating the highest number of video ad impressions, 996 million, out of the more than 5.6 billion video ads viewed by Americans in August. Time spent watching video ads totalled more than 2.5 billion minutes during the month, with Hulu again delivering the highest duration of video ads at 426 million minutes. Hulu delivered the highest frequency of video ads to its viewers with an average of 38.1.

In all video ads reached half of the total US population, an average of 37.6 times during the month. Nearly nine in ten (85.5%)of the US Internet audience viewed online video and the duration of the average online content video was 5.3 minutes, while the average online video ad was 0.5 minutes. Video ads accounted for 13.4% of all videos viewed and 1.3% of all minutes spent viewing video online.