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comScore: Video views up to 43 billion
The consumption rate for online video continues to rise - both for PC/laptop viewing and for tablet/mobile device viewing. And that increasing rate of video views is pushing more advertisers into the space.
According to the latest from comScore 182 million US consumers watched online video (December 2011); Hulu remains the leader for ads served - the site averaged 3 hours per consumer. Viewers consumed just over 23 hours of content each; more than 43 billion clips were served for the month. The hottest content properties remained Google (including YouTube), VEVO and Yahoo sites, accounting for more than 600 minutes per viewer combined.
Google/YouTube saw 157 million viewers consume 21 billion clips; on VEVO 53.6 million viewers consumed 801 million clips and on Yahoo sites 53.3 million viewers watched 630 million clips.
As for video advertising, 7.1 billion ads were served, most from Hulu (1.5 billion). Just over 3 million ad minutes were served through video. Ads accounted for 14% of all videos viewed. The average video clip lasted 5.8 minutes with the average ad lasting 0.4 minutes.
Much of that video is being viewed through tablets. According to HIS iSuppli the Kindle Fire is invigorating an already fast-moving segment of the mobile marketplace. In 2011, their research shows nearly 65 million tablet shipments, up from 17.4 million in 2010. By 2015 they predict 287.2 million tablet shipments.
eMarketer suggests that mobile video will be the impetus behind the growth of ad-supported content in mobile. Mobile video revenues (US) reached $37.5 million in 2011, but they predict marketers and brands will spend at least $213 million on mobile video ad placements by 2015.
Meanwhile, BrightRoll, a leading digital video ad service platform, has reached the 100 million unique users milestone. They're the first video ad network to do so.
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