comScore: Changes afoot in US online video viewing

Michelle Clancy ©RapidTVNews | 21-02-2012

Online video viewing in the United States in January 2012 was down slightly from December 2011, but Americans are watching increasingly longer-length videos, according to usage researcher comScore.
The average online video user spent 22.6 hours in the month watching streaming video, mostly on YouTube. In all, 181 million people out of the nation's 300 million watched more than 40 billion online videos in January, down from December's 182 million users, who collectively viewed 43.5 billion videos (a 44% increase year over year). However, the average length of the content expanded to 6.1 minutes, from 5.8 minutes in December.
YouTube retained its top dog status as a video provider, boasting 152 million unique viewers in the month of January and 18.6 billion videos. It was followed by VEVO with 51.5 million viewers, Yahoo! Sites with 49.2 million viewers, Viacom Digital with 48.1 million viewers and Facebook with 45.1 million viewers.
comScore said that online TV streamer Hulu delivered in the advertising department thanks to its longer-length television episode content, serving the highest number of video ad impressions at 1.4 billion. The average online video ad ran .24 seconds, but ads still made up a full 12.2% of all videos viewed.