comScore rankings reveal record online video content uptake
Joseph O'Halloran | 20-12-2012
As the online video revolution powers on, US Internet users watched nearly 40 billion online videos in November 2012, drawing 10.5 billion video ad views, according to the latest comScore ratings.
The November 2012 comScore Video Metrix service showed that the duration of the average online content video was 5.4 minutes, while the average online video ad was 24 seconds. Out of 182 million US Internet users, Google Sites, driven primarily by video viewing at YouTube.com, attracted 153 million unique viewers during the month, followed by NDN with 55.7 million, Facebook.com with 53.8 million, Yahoo! Sites with 52.3 million and VEVO with 52 million.
Furthermore, Google Sites generated 12 billion video content views, leaving the rest of the industry in its wake, and also claimed the highest average engagement among the top ten properties with 377.9 minutes per viewing. Showing how far the rest of the pack is behind, AOL claimed 695 million video views with 45.9 minutes per viewer.
From a commercial point of view, video ads reached 53% of the total US population an average of 64 times during the month, with the US online video audience watching 10.5 billion video ads for a total of 3.8 billion minutes in November 2012. Video ads accounted for just over a fifth of all videos viewed and 1.8% of all minutes spent viewing video online.
All of the top five generated over a billion ads for the second month running. BrightRoll Video Network led the monetisation stakes with 1.8 billion ads, inching ahead of Google Sites, 100 million ads behind. The Hulu over-the-top (OTT) service generated 1.5 billion, Liverail.com 1.3 billion, Adap.tv 1.2 billion and TubeMogul Video Ad Platform 1.1 billion. BrightRoll Video Network delivering the highest duration of video ads at 951 million minutes. Hulu delivered the highest frequency of video ads to its viewers with an average of 62, while Google Sites delivered an average of 18 ads per viewer.