Microsoft soars as online video consumption rises

Joseph O'Halloran ©RapidTVNews | 24-10-2011

The latest comScore US Online Video Rankings has revealed a rise in both the number of online video users and the amount of video they are indeed consuming.
In all, data from the September 2011 comScore Video Metrix has shown that 182 million US Internet users watched online video content in September for an average of 19.5 hours per viewer, rises in both tallies compared with the previous month. This audience engaged in 39.8 billion video views.

Nearly 40 billion videos views occurred during the month, with Google Sites generating the highest number at 18.6 billion. The average viewer watched a record 19.5 hours of online video content, with Google Sites (6.3 hours) also demonstrating the highest engagement.
As ever, YouTube was the engine for Google being the top online video content property in September with 161 million unique viewers, while music video site VEVO ranked second with 57.3 million. Interestingly both companies’ totals fell on a month on month basis by one million and five million respectively. VEVO shone as well in the YouTube property stakes accounting for 57.3 million viewers across YouTube. Next place company Warner Music attracted 28.8 million YouTube viewers.
Microsoft Sites displaced Facebook to third place with 54 million viewers, an impressive rise of 7.6 million viewers, followed by Viacom Digital with 53.4 million, up 3.5 million, and with 49.9 million, down nearly two million.
Even though by comparison Hulu captured only 27 million unique viewers, the over the top (OTT) video service generated the highest number of video ad impressions at more than 1 billion of the total of 6.8 billion video ads that Americans viewed during the month.
Hulu also delivered the highest frequency of video ads to its viewers with an average of 38.2., while in total video ads reached half of the total US population with an average of 45.3 times during the month.
Tremor Video ranked second overall in terms of online video ads and was highest among video ad exchanges/networks with 811 million ad views, followed by (803 million) and BrightRoll Video Network (665 million).