172 million U.S. Internet users watched online video content in April for an average of 14.9 hours per viewer, according to new research from comScore.
The total U.S. Internet audience engaged in more than 5.1 billion viewing sessions during the course of the month.
Top 10 Video Content Properties by Unique Viewers
Google Sites, driven primarily by video viewing at YouTube.com, ranked as the top online video content property in April with 142.7 million unique viewers, followed by VEVO with 55.2 million viewers and Yahoo! Sites with 53.2 million viewers. Facebook.com came in fourth with 46.7 million viewers, while Microsoft Sites ranked fifth with 46.5 million viewers. Google Sites had the highest number of viewing sessions with more than 1.9 billion, and highest time spent per viewer at 286 minutes, or 4.8 hours. VEVO’s viewership reached record levels in April, crossing the 300 million viewing sessions mark and averaging 1.7 hours per viewer.
Top 10 Video Ad Properties by Video Ads Viewed
Americans viewed 3.8 billion video ads in April, with Hulu generating the highest number of video ad impressions at more than 1.1 billion. Tremor Media Video Network ranked second overall (and highest among video ad networks) with 603.2 million ad views, followed by Adap.tv (601 million) and BrightRoll Video Network (460 million). Time spent watching videos ads neared 1.7 billion minutes during the month, with Hulu delivering the highest duration of video ads at 470 million minutes.
Video ads reached 42 percent of the total U.S. population an average of 30 times during the month. Hulu also delivered the highest frequency of video ads to its viewers with an average of 45 over the course of the month.
*Video ads include streaming-video advertising only and do not include other types of video
monetization, such as overlays, branded players, matching banner ads, homepage ads, etc.
**Indicates video ad network
Other notable findings from April 2011 include:
– The top video ad networks in terms of their potential reach of the total U.S. population were: Tremor Media at 47.1 percent, BrightRoll Video Network at 40.1 percent and Break Media at 39.1 percent.
– 81.9 percent of the U.S. Internet audience viewed online video.
– The duration of the average online content video was 5.2 minutes, while the average online video ad was 0.4 minutes.
– Video ads accounted for 11.6 percent of all videos viewed and 1.1 percent of all minutes spent viewing video online.
Source: www.comscore.com
