US: YouTube viewers ‘watch more than 5 hours of video a month’

21/06/2011

176 million U.S. Internet users watched online video content in May for an average of 15.9 hours per viewer, according to new research from comScore. The total U.S. Internet audience engaged in more than 5.6 billion viewing sessions during the course of the month, the data revealed.

Top 10 Video Content Properties by Unique Viewers

Google Sites, driven primarily by video viewing at YouTube.com, ranked as the top online video content property in May with 147.2 million unique viewers, followed by VEVO with 60.4 million viewers and Yahoo! Sites with 55.5 million viewers.

Facebook.com came in fourth with 48.2 million viewers, while Viacom Digital ranked fifth with 46.5 million viewers. Google Sites had the highest number of viewing sessions with more than 2.1 billion, and highest time spent per viewer at 311 minutes, crossing the 5-hour mark for the first time.

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Top 10 Video Ad Properties by Video Ads Viewed

Americans viewed 4.6 billion video ads in May, with Hulu generating the highest number of video ad impressions at more than 1.3 billion.

Tremor Media Video Network ranked second overall (and highest among video ad networks) with 700.8 million ad views, followed by Adap.tv (642 million) and BrightRoll Video Network (565 million).

Time spent watching videos ads totaled more than 2.0 billion minutes during the month, with Hulu delivering the highest duration of video ads at 560 million minutes. Video ads reached 45 percent of the total U.S. population an average of 34 times during the month.

Hulu also delivered the highest frequency of video ads to its viewers with an average of 48 over the course of the month.

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*Video ads include streaming-video advertising only and do not include
other types of video monetization, such as overlays, branded players,
matching banner ads, homepage ads, etc.
**Indicates video ad network
†Indicates video ad exchange

Other notable findings from May 2011 include:

• The top video ad networks in terms of their potential reach of the total U.S. population were: Tremor Media at 47.1 percent, BrightRoll Video Network at 42.1 percent and Break Media at 40.4 percent.

• 83.3 percent of the U.S. Internet audience viewed online video.

• The duration of the average online content video was 5.2 minutes, while the average online video ad was 0.4 minutes.

• Video ads accounted for 12.6 percent of all videos viewed and 1.2 percent of all minutes spent viewing video online.

www.comScore.com

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