comScore released data this week which reveals that the growth of video continues unabated but the direction its growing might not please very many.
The comScore Video Metrix service showed that 178 million U.S. Internet users watched online video content in June for an average of 16.8 hours per viewer – quite amazing.
Perhaps more impressive however is that the total U.S. Internet audience engaged in more than 6.2 billion viewing sessions during the course of June, an all-time high.
The top video property for the month of June was Google Sites (whose primary video property is YouTube). Google Sites generated the highest number of viewing sessions (2.3 billion) and highest time spent per viewer (324 minutes, or 5.4 hours).
Google Sites essentially are just blowing everybody out of the water – nearly tripling the minutes spent per viewers, and more than doubling the total unique viewers when compared to the nearest competitor. Google Sites are also responsible for driving more than five times the number of viewing sessions of Vevo and nearly 10 times that of Yahoo!.
comScore also analyzed the top video properties by video ads viewed. While Hulu is responsible for the greatest number of video ads, its percentage of reach over the total U.S. population is lacking, leading credence to the notion that pure-play video advertising networks such as Tremor, Adap.tv, RightRoll, Specific Media, Undertone, and SpotXChange have an honest chance of sticking around in the competitive landscape.