Some 184 million U.S. Internet users watched an average 21.1 hours of online video in October, as online viewing hit an all-time high of 42.6 billion online videos, according to comScore’s latest Video Metrix report.
The ongoing dominance of Google sites, driven primarily by YouTube, remains readily apparent in the latest Video Metrix statistics. Google online video sites attracted just shy of 161 million unique viewers, who watched nearly 21 billion videos – nearly half the monthly total 42.6 billion – for an average 424 minutes per viewer – about 7 hours.
Facebook generated the second highest totals when it came to online video viewing and audience in October, attracting nearly 60 million unique viewers who watched a total of just over 346 million videos online for an average 18.4 minutes. VEVO ranked third, attracting just shy of 57 million unique viewers. Though its audience was smaller than Facebook’s, VEVO viewers watched more than double the number of videos – 827 million – than did Facebook’s and they watched each one of them a lot longer – an average of 66 minutes per viewer.
Microsoft sites followed in fourth position, attracting more than 49 million unique viewers, who watched a total of more than 661 million online videos for an average 47.5 minutes each.
You have to go down the rankings to the number eight slot before you see a traditional, old school broadcaster or cable TV provider, that is unless you count Viacom Digital, which placed fifth in the October rankings. NBC Universal ranked eighth in online video audience, according to Video Metrix, attracting more than 39 million unique viewers, who watched over 134 million online videos for an average 13.4 minutes each.
Among the report’s other notable findings for October:
• 86.2 percent of the U.S. Internet audience viewed online video.
• The duration of the average online content video was 5.5 minutes, while the average online video ad was 0.4 minutes.
• Video ads accounted for 14.9 percent of all videos viewed and 1.4 percent of all minutes spent viewing video online.
Top 10 Video Ad Properties
The money side of online video is radically different, at least in terms of running ads. Hulu topped the ranking when it came to running ad videos. Hulu ran some 1.36 billion video ads in October for a total of 557 minutes, and a perhaps astonishing 46.5 ads per viewer. Hulu reaches 9.7% of the total US population, according to the latest Video Metrix report.
Tremor Video ranked second, having run nearly 1.1 billion video ads for a total of 614 ad minutes and a ad frequency per viewer of 17.1. Tremor reaches 21.2% of the US population.
Ranking third was BrightRoll Video Network, which ran more than 756 million video ads for a total of 466 ad minutes and a ad frequency per viewer of 8.8. BrightRoll reaches 28.4% of the US population, according to the report.
YouTube rates an entire section of comScore’s October Video Metrix report summary.
Two music video sites – VEVO and Warner Music – continued to hold the top two YouTube partner positions, with 54.2 million and 30.4 million unique viewers, respectively.
VEVO’s YouTube channel numbers, as well as those of third-ranked Machinima’s, were far above those of its peers when it came to minutes per viewer. VEVO viewers spent an average 66.1 minutes each on the YouTube channel in October, while Machinima’s viewers watched an average 65.1 minutes each.
At nearly 800 million, VEVO also ranked well ahead of its peers regarding number of videos streamed. In comparison, second-ranked Machinima, with unique viewership totaling some 17.75 million for the month, streamed 277.33 million.