comScore: Viewers watched 14 hours of video in July

Computer screens may be coined the 'new idiot boxes' soon. Why? Because, according to metrics firm comScore, online video viewers spent 14 hours with video hubs during July 2010. Although television sets still have more overall time spent, online video is rising quickly with the consumer base.

by Kristina Knight

Here is the breakdown from comScore: Google (143 million unique users) and Yahoo (55 million unique users) still top the ranks, but social network Facebook has overtaken the third slot with nearly 47 million unique viewers. Microsoft and VEVO round out the top five. Google, because of YouTube, continues to dominate the category with 1.88 billion viewing sessions and viewers spending more than 282 minutes on-site on average.

Even with Google's dominance Hulu shows the second-highest engagement level on a per-viewer basis, likely because of their repertoire of full-length, professionally produced clips and shows. Hulu users spent an average of 158 minutes on-site per viewer. Yahoo and Facebook, the number two and three slots for viewers, had 28 and 18 minutes per viewer respectively.

Other interesting findings inclue:

• 84% of the US Internet base is now watching online video
• On average, clips lasted 4.8 minutes
• Video ads accounted for nearly 10% of all viewed video clips for the month
• ScanScout (40% reach) and BrightRoll (39% reach) have the highest potential reach

Hulu, although with arguable the most professionally created content available, had one of the smallest ads per viewer ratios for the month (9.4). Tremor Media Video Network served an average of 19 ads per viewer and Google served nearly 16. Both SpotXchange and BrightRoll served an average of 13 ads per viewer.