US Online Video Consumption Slightly Grows

September 23, 2011

comscore-top10-video-properties-by-vistors-aug11-sept11.gifFor the third straight month, the number of Americans viewing online content and their total online video viewing sessions grew on a month-over-month basis in August 2011, according to comScore Media Metrix data. A total of 180.37 million Americans viewed online video content in August 2011, representing fractional growth from 180.3 million July 2011, which in turn marked the second straight month of 1% growth in unique online video viewership.

Americans logged about 6.9 billion online video viewing sessions in August, roughly tying the all-time record set in July and an increase of about 33% from 5.7 billion in August 2010. On a year-over-year basis, unique online video viewership grew about 1.5%, from 177 million.

Yahoo Loses More Viewers

Yahoo maintained its number six ranking among US video properties by unique viewer with about 45.5 million, but this was a decline of about 2% from 46.3 million in July. Yahoo, which ranked as the number three US online video provider in June with about 52.7 million unique viewers, dropped to sixth place in with a month-over-month viewership loss of about 14%.

Google sites, driven primarily by video viewing at, once again ranked as the top online video content property in August 2011 with 162 million unique viewers, while Vevo ranked second with 62.3 million. remained at the #3 position with 51.7 million viewers, followed by Viacom Digital with 49.9 million and Microsoft sites with 46.4 million.

Google sites generated the highest number of viewing sessions (3.5 billion). The average viewer watched 18 hours of online video content during the course of the month, with Google Sites (5.7 hours) and Hulu (3.2 hours) demonstrating the highest engagement.

Hulu Tops in Ad Impressions

comscore-top-video-properties-ads-viewed-aug-11-sep-2011.JPGAmericans viewed more than 5.6 billion video ads in August, with Hulu generating the highest number of video ad impressions at 996 million. Tremor Video ranked second overall (and highest among video ad exchanges/networks) with 764 million ad views, followed by (720 million) and BrightRoll Video Network (603 million).

Time spent watching video ads totaled more than 2.5 billion minutes during the month, with Hulu delivering the highest duration of video ads at 426 million minutes. Video ads reached 50 percent of the total U.S. population an average of 37.6 times during the month. Hulu delivered the highest frequency of video ads to its viewers with an average of 38.1.

Other Findings

  • 85.8% of the US internet audience viewed online video.
  • The duration of the average online content video was 5.3 minutes, while the average online video ad was 0.5 minutes.
  • Video ads accounted for 13.4% of all videos viewed and 1.3% of all minutes spent viewing video online.
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