Record number of online videos viewed in US in September 2012

Joseph O'Halloran | 30-10-2012

Even though the number of online video users and ad views declined slightly on a month by month basis, the latest comScore monthly online video survey has revealed a record high in online content videos.

All together, the September 2012 comScore Video Metrix service showed that 181 million US Internet users watched more than 39 billion online content videos in September, while video ad views totalled 9.4 billion. This compared with an all-time high of 188 million US Internet users watching 37.7 billion online content videos in August, with 9.5 billion video ad views.

YouTube drove Google sites to 150.3 million unique viewers, more or less the same as in August, followed by the steadily growing Yahoo! Sites with 57.4 million, AOL with 53.8 million, VEVO with 50.3 million and continued its trend of slight decline to end with 46.4 million. Of the just more than 39 billion video content views in the month, Google Sites generated the highest number at 13.1 billion, down 700 million on August 2012, followed by AOL with 741 million, up 16 million. Google Sites had yet again the highest average engagement among the top ten properties.

During September 2012, Americans viewed 9.4 billion video ads with each of the top 5 video ad properties delivering more than a billion video ads. Google Sites ranked first with 1.8 billion ads, followed by BrightRoll Video Network with more than 1.3 billion, the Hulu over the top (OTT) service with 1.2 billion, with more than 1.1 billion and with 1 billion.

Time spent watching video ads totalled 3.4 billion minutes, with BrightRoll Video Network delivering the highest duration of video ads at 681 million minutes. Video ads reached just more than half (51%) of the total US population an average of 60 times during the month. Hulu delivered the highest frequency of video ads to its viewers with an average of 51, the same as August, while Google Sites delivered an average of 20 ads per viewer, up by a single ad per viewer on a month by month basis.