US online video hits all-time high
Joseph O'Halloran | 21-09-2012
Reflecting what has been an excellent 2012 for the platform, online video viewing has reached an all-time high according to the latest monthly survey data from comScore.
In its comScore Video Metrix service, the analyst showed that in August 2012 an all-time high of 188 million US Internet users watched 37.7 billion online content videos in August, while video ad views totalled 9.5 billion.
In all, 87.3% of the US Internet audience viewed online video with the duration of the average online content video being 6.7 minutes, while the average online video ad was 0.4 minutes. Video ads accounted for 20.1% of all videos viewed and 1.4% of all minutes spent viewing video online.
As ever Google Sites dominated, driven primarily by video viewing at YouTube.com, ranked as the top online video content property in August with 150.2 million unique viewers, actually 7 million down on July followed by Yahoo! Sites with 55 million, Microsoft Sites with 53.7 million, VEVO with 49.3 million and Facebook.com with a rather disappointing 47.7 million. Interestingly this was a very different order than in the month before which showed behind Google was Facebook.com with 53 million, Yahoo! Sites with 48.7 million, VEVO with 44.8 million and Microsoft Sites with 42.7 million.
Of the 37.7 billion video content views in the month, Google Sites generated 13.8 billion, followed by AOL with 725 million. Google Sites had the highest average engagement among the top ten properties.
It was another month where monetisation was coming to the fore. In terms of video ad properties by the 9.5 billion video ads viewed, the survey found that each of the top 4 video ad properties delivered more than a billion video ads. Google Sites ranked first with more than 1.7 billion ads, followed by BrightRoll Video Network with 1.4 billion, Adap.tv with 1.2 billion, the Hulu over the top (OTT) service with 1.1 billion and SpotXchange Video Ad Marketplace with 911 million.
Time spent watching video ads totalled 3.5 billion minutes, with BrightRoll Video Network delivering the highest duration of video ads at 717 million minutes. Video ads reached 54% of the total US population an average of 58 times during the month. Hulu delivered the highest frequency of video ads to its viewers with an average of 51, while Google Sites delivered an average of 19 ads per viewer.