comScore: Video soars in July

According to the research 158 million consumers tuned in to online video for fresh content and television programming, watching 21.4 billion clips throughout the month. Researchers note that 81% of the entire US population viewed an online video clip during the month. This is an all-time high for the month of July.

Top Video Viewing Sites:

• Google - 8.9 billion clips viewed
• Viacom Digital - 812 million clips viewed
• Microsoft Sites - 630 million clips viewed
• Fox Interactive - 558 million clips viewed
• Hulu - 457 million clips viewed

Hulu, a relative newcomer to the space, is quickly gaining traction. On average Hulu viewers watched 12 clips and spent just over one hour watching Hulu. Comparatively speaking YouTube, the grandfather of video hubs, saw 120 million unique viewers who watched 8.9 billion clips. Although these numbers are quite different, YouTube has been in the space since video became popular. Hulu only began gaining popularity within the past year and is already in the top five.

Other interesting findings:

• The average viewer spend 8.3 hours watching online video
• The average video length was 3.7 minutes
• Tremor Video Network, an online video ad network, saw 20% penetration; Brightroll video network saw 17.4% penetration

Tags: Hulu, online video, video audience, video content, video viewers, YouTube