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The Usual Suspects Lead Online Video Rankings

Posted on 2.19.2012

Comscore released data from its Video Metrix service showing that 181 million U.S. Internet users watched nearly 40 billion videos in January 2012. As you might imagine, the usual suspects round out the top few spots.

Google Sites, driven primarily by video consumption on YouTube, was the top Web video property in January with 152 million unique viewers, followed by VEVO with 51.5 million, Yahoo! Sites with 49.2 million, Viacom Digital with 48.1 million and with 45.1 million. While this is useful information overall (particularly for media buyers), it might also prove beneficial to see the destinations that are emerging as well – but I digress.

Nearly 40 billion videos views occurred during the month, with Google Sites again generating the highest number at 18.6 billion, followed by Hulu with 877 million and VEVO with 717 million. The average viewer watched 22.6 hours of online video content, with Google Sites (7.5 hours) and Hulu (3.2 hours) demonstrating the highest average engagement among the top ten properties. On the whole, if this says anything to you – it should be, “Create more video!”

Comscore also revealed the top video ad properties, and no surprise here, Google again topped the list of video advertising opportunities. One of the many reasons, of course, is its levels of innovation and TrueView Ads is a great example. Google recently surveyed its customers and found some interesting data about the TrueView program offering as it relates to user experience. Eighty percent of viewers preferred TrueView to standard in-stream ads, and 90 percent thought the ads created a better viewing environment.

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