For the second straight month, online video network Vevo and ISP AOL were the third- and fourth-ranked US online video properties by unique viewer in December 2010, according to comScore MediaMetrix data. In addition, for the second straight month, Vevo and AOL beat number two online video property Yahoo in metrics other than total viewers.
Vevo, AOL Outdo Yahoo in Sessions, Minutes
Vevo had about 56 million viewers for the month and AOL about 48.5 million, compared to about 53 million for Yahoo and 144.7 million for perennial number one Google (which owns dominant online video platform YouTube). comScore analysis indicates viewing of Vevo videos on YouTube has been driving much of its growth.
While Google also clearly led all properties with 1.9 billion viewing sessions and a monthly average of 274 minutes per user, Vevo placed second in sessions and third in monthly average minutes (191.3 million sessions and 89.9 minutes). AOL respectively placed third with about 252.6 million sessions and sixth with 31.2 minutes.
Meanwhile, Yahoo came in fourth in sessions (191.4 million) and eighth in minutes (30). Hulu placed second in monthly average minutes (217.4), with Viacom placing fourth and Microsoft placing fifth.
comScore data shows that that 172 million U.S. Internet users watched online video content in December for an average of 14.6 hours per viewer. The total U.S. Internet audience engaged in nearly 5.2 billion viewing sessions during the course of the month.
Hulu, Tremor Each Generate 1B+ Video Ads
Americans viewed 5.9 billion video ads in December 2010, with Hulu generating the highest number of video ad impressions at more than 1.2 billion. Tremor Media Video Network ranked second overall (and highest among video ad networks) with 1 billion ad views, followed by ADAP.TV (682 million) and BrightRoll Video Network (588 million).
Video ads reached 49% of the total U.S. population an average of 39.8 times during the month. Hulu delivered the highest frequency of video ads to its viewers with an average of 47.1 during the course of the month.
- The top video ad networks in terms of their potential reach of the total US population were: Tremor Media at 51.4%, BrightRoll Video Network at 40.6% and Break Media at 39.7%.
- 84.6% of the US internet audience viewed online video.
- The duration of the average online content video was five minutes, while the average online video ad was 0.4 minutes.
- Video ads accounted for 16.4% of all videos viewed and 1.6% of all minutes spent viewing video online.
22M US Mobile Users Watch Video
The number of US mobile subscribers 13 and older watching video on their mobile devices in Q2 2010 reached 21.9 million, according to new data from The Nielsen Company. This number reflected about a 43% increase in mobile video users from about 15.3 million in Q2 2009. Compared to 20.3 million mobile video users in Q1 2010, the number rose almost 8%.
During the same time period, the number of US mobile phone subscribers 13 and older rose much more modestly, just 4% from 220.5 million in Q2 2009 to 229.4 million in Q2 2010.