Some 187 million Americans watched more than 48 billion online content videos in July, while video ad views totaled 19.6 billion, according to the latest comScore Video Metrix report. ComScore’s data once again revealed just how dominant Google is in this market.

With YouTube the principal vehicle, Google Sites once again ranked as the top online video content property in July, attracting 167.9 unique viewers – a 6% increase from June. Facebook followed with 61.3 million, while AOL ranked third with 57.9 million. VEVO ranked fourth with 49.6 million while Microsoft sites took the fifth spot, also with 49.6 million, according to a comScore press release.

ComScore recorded more than 48 billion online content views in July. Again, Google Sites far outpaced their nearest rival, generating nearly 17.7 billion views. Second-ranked AOL attracted 793 million, and third-ranked Facebook 741 million. At 544, Google Sites far and away also had the highest average engagement – measured in minutes per viewer – among the top 10 properties.

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Also of note in the July Video Metrix report:

  • 86.6 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 28.8 percent of all videos viewed and 2.8 percent of all minutes spent viewing video online.

Turning to online video ads, comScore found that Google Sites again ranked number one with 3.4 billion ad impressions. BrightRoll followed with 2.1 billion ads, Adap.tv ranked third with 2.1 billion, LiveRail.com fourth with 1.8 billion, and Specific Media fifth with 1.4 billion.

Viewers spent a total 7.4 billion minutes watching online video ads in July, with BrightRoll Platform and Adap.tv having the highest duration of video ads at 1 billion minutes each.

“Video ads reached 55 percent of the total U.S. population an average 114 times during the month,” comScore analysts noted. Hulu had the highest frequency of video ads with an average of 69.

Looking at YouTube partners, a market segment in and of itself, comScore found that video music channel VEVO garnered the most viewers with 47.6 million in July. Fullscreen ranked second with 34.5 million, followed by Maker Studios with 28.6 million, Warner Music with 27.6 million, and ZEFR with 26.5 million. Machinima had the highest engagement at 91.8 minutes per viewer, followed by Maker Studios with 69.6. VEVO ran the most YouTube videos with 581.9 million in July.

Image courtesy of flickr user bendodson.

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