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BizReport : Research archives : September 26, 2011

comScore: Viewers average 18 hours of video per month

New numbers are out from comScore, and it seems video remains a top content go-to for most online Americans. More than 180 million US consumers watched online video clips in August, averaging about 18 hours per viewer. Nearly 7 billion viewing sessions were launched for the month, but ad impressions are still low compared to content.

by Kristina Knight

This is the first month comScore has reported on YouTube Partner rankings which compares how viewers are engaging across the different YouTube partner channels. Of the partners more than 60 million viewers logged on to VEVO.

According to comScore, the various YouTube channels, including VEVO, Warner Music, Machinima and others, attracted more than 145 million unique viewers who watched between 15 and nearly 60 minutes for the month. Other interesting take-aways include:

  • Facebook is third most popular video content property, behind Google and Vevo

  • 5.6 billion video ad units were served, most via Hulu's platform

  • Video ads account for 13% of all video views

  • The average video clip was 5.3 minutes
  • Meanwhile, YouTube reports about 10% of their content views are downloaded via a mobile device. Many of those downloads are likely via smart-devices - smartphones, tablets and other devices. According to Millenial Media's Mobile Mix smartphones account for 72% of all connected device impressions (August 2011), a 6% increase of July numbers. Finally, Experian/Hitwise is reporting that, for the week ending September 17, Facebook, Google and YouTube were the top three websites in the US; YouTube ranked as the second most-visited social network, behind Facebook.

    Tags: comScore, Experian/Hitwise, Millenial Media, online video, video ads, video content, video trends, YouTube

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