US online video shows slight dip
Joseph O'Halloran ©RapidTVNews | 16-12-2011 It may have been a huge ask to replicate the previous month’s record-breaking performance, but the US online video arena has shown a slight decline in users and usage in November 2011.
According to the comScore Video Metrix, 183 million US Internet users watched online video content in November viewing 40.9 billion videos for an average of 20.5 hours per viewer. This compared with 184 million US Internet users, 42.6 billion videos and 21.1 hours per viewer in October. Overall, 85.9% of the US Internet audience viewed online video with an average duration of the online content video being 5.5 minutes
As ever, YouTube.com drove Google Sites to dominance attracting 151.6 million unique viewers, with music video service VEVO trailing in its wake ranked second with 55.4 million. Facebook.com ranked third with 50.8 million viewers, followed by Yahoo! Sites with 50.4 million and Viacom Digital with 47.4 million.
Out of the average 20.5 online video viewing hours, Google sites were watched for 7.4 hours followed, as has been the case for a long while, the Hulu over the top (OTT) video service with 3.3 hours.
Hulu scored highly in terms of online video advertising which in general accounted for 15% of all videos viewed and 1.3% of all minutes spent viewing video online. The OTT service attracted 1.32 billion video ads, about the same as in the previous month, followed by Tremor Video and Adap.tv both of whom drew just over a billion ads.