US online video viewing hits all-time high

20.36 Europe/London, November 28, 2011 By Robert Briel

The total US internet audience viewed an all-time high of 42.6 billion videos in October.
184 million US internet users watched online video content in October for an average of 21.1 hours per viewer, according to comScore. This was equivalent to 86.2% of the total number of internet users in the country.
Google sites, driven primarily by video viewing at, ranked as the top online video content property in October with 161 million unique viewers and reached a record high of 20.9 billion videos viewed. ranked second with 59.8 million viewers, followed by VEVO with 57 million, Microsoft sites with 49.1 million and Viacom Digital with 48.2 million.
More than 42 billion videos were viewed during the month, with the average viewer watching a record 21.1 hours. Google sites demonstrated the highest engagement with 7.1 hours per viewer.
The October 2011 YouTube partner data revealed that video music channels Vevo (54.2 million viewers) and Warner Music (30.4 million viewers) maintained the top two positions.
Gaming channel Machinima ranked third with 17.7 million viewers, followed by Schmooru with 9.9 million, Maker Studios with 9.4 million and Demand Media with 7.4 million.
Within the top 10 partners, Machinima demonstrated the highest engagement with 65.1 minutes per viewer on average, while accounting for the second highest number of videos viewed (277 million) after VEVO.
Other notable findings from October 2011 include: the duration of the average online content video was 5.5 minutes, while the average online video ad was 0.4 minutes. Video ads accounted for 14.9% of all videos viewed and 1.4% of all minutes spent viewing video online.