More records broken in online video viewing

Joseph O'Halloran ©RapidTVNews | 29-11-2011

The recent general momentum generated by the inline video industry shows no sign of waning with the latest comScore online video rankings showing an all time high for views in October 2011.
According to the latest comScore Video Metrix, 184 million US Internet users watched online video content in October for an average of 21.1 hours per viewer, watching an unprecedented 42.6 billion videos, nearly half of which from Google estates, a record in itself.
Indeed YouTube gathered even more pace as an engine for Google’s video proposition, amassing 161 million unique viewers and a record high of 20.9 billion videos viewed. In somewhat of a resurgence, Facebook ranked second with 59.8 million viewers; VEVO with 57 million; Microsoft Sites, 49.1 million and Viacom Digital with 48.2 million. Google Sites demonstrated the highest engagement with 7.1 hours per viewer. By way of stark contrast and describing accurately the nature of the platform in video, Facebook users spent on average only 18.4 minutes.
Closest to Google in terms of viewing tie was the Hulu over the top (OTT) video service whose 29.2 million viewers engaged with clearly compelling compete for 202 minutes son average. As ever Hulu attracted the most business among online video players generating the highest number of video ad impressions at more than 1.3 billion out of a total of 7.5 billion video ads across the country. Hulu also delivered the highest frequency of video ads to its viewers with an average of 46.5 In general Video ads reached 53% of the total U.S. population an average of 47 times during the month.
Hot on Hulu’s heels in the ad stakes was Tremor Video which crossed the billion barrier for the first time, then BrightRoll Video Network with 756 million, followed by Specific Media with 512 million and CBS Interactive with 415 million.
Time spent watching video ads totalled more than 3.2 billion minutes during the month, with Tremor Video delivering the highest duration of video ads at 614 million minutes.