The latest comScore numbers for the US online viewing world are here (for the month of February, 2012), stating that:
- 179 million U.S. Internet users watched video;
- they watched nearly 38 billion videos of online video content in February;
- 83.8 percent of the U.S. Internet audience viewed online video;
- the duration of the average online content video was 6.2 minutes, while the average online video ad was 0.4 minutes;
- video ads accounted for 16.6 percent of all videos viewed and 1.3 percent of all minutes spent viewing video online.
There is also the usual measurent by video properties and, once again, Google Sites (aka mainly Youtube) take the top chart with about 82% of all unique viewers! That is a huger number. Yahoo sites, VEVO, and Facebook come at distant 2nd, 3rd, and 4th places, but their numbers aren’t even close the 147 million unique viewers Youtube had.
Now when it comes to video ads, the numbers show a big increase, almost doubling the month’s report. In February, 2012, Americans saw 7.5 billion video ads, compared to the 4,9 billion in January. That represents almost 20% of all videos watched during that month (an increase from 12% in the last one).
Hulu here is, also again, on the top of the list with 1.5 billion video ads delivered, and Google Sites in a close second with 1.1 billion.
So what conclusions can we take from this month’s report?
Well, although the number of viewers and videos watched is slightly down from the last few months, the average time seeing online video is higher, as is the number of those videos that are ads. People are engaging more and more with online video, and more and more with online video ads.