The latest comScore online video report to be released is for the month of January 2012 (remember, there reports are for US only), and show the following picture:
- 181 million U.S. Internet users watched video during that month;
- 84.4 percent of the U.S. Internet audience viewed online video;
- nearly 40 billion videos of online video content were seen;
- the duration of the average online content video was 6.1 minutes (up from 5.8 minutes in December), while the average online video ad was 0.4 minutes.
- video ads accounted for 12.2 percent of all videos viewed and 0.9 percent of all minutes spent viewing video online.
- when it comes to top video destinations, Google Sites (Youtube.com) is number one as usual, and Facebook – once considered the next big thing in video watching – is still in 5th place, as was last month after being 2nd just in last October;
- as last month, Hulu is still the top site with number of video ads viewed, although it’s 8th in the general video viewing top.
While some of the numbers are a slight decrease from the December (2011) ones, they are very close, and also show a slight increase on other variables, like average duration of video content.
And just that number of 12.2% of videos viewed being ads, that’s a huge number: it represents 4,88 billion video ads watched during one month, in one country.
We wonder what numbers and trends in Europe will show in the next reports…!