The number of online videos watched in the United States jumped to 36.9 billion in July 2012 – a sharp rise from 180 million views during the same month last year.
Internet analytics company ComScore reported that 184 million internet users across the country accessed video content online, which represents 85.5% of people with internet connections.
The average video duration was 6.7 minutes, up from 5.3 minutes in July 2011, with the average viewer watching a total of 22.3 hours of content for the month.
Viewing figures for the four main broadcasters in the US were down 6% to 10% for young adults compared to the same period last year.
Of the 36.9 billion videos viewed online, Google sites accounted for 19.6 billion, thanks mainly to its YouTube streaming website. The US company drew 157 million unique viewers, followed by Facebook with 53 million and 48.7 million for Yahoo. VEVO, Microsoft and AOL were next on the list.
The most-watched program on television was the Baseball All-Star Game on the Fox network, with almost 11 million viewers, while the most-viewed cable TV program, the Home Run Derby on ESPN, drew 6.9 million. That compares to viewing figures from VEVO’s music channel of 43.9 million and 25.3 million for the online gaming network Machinima.
Ad Views Down
Internet users in the US watched 9.6 billion video advertisements in the month of July, with Google again ranking as the top site with 1.5 billion ads viewed. Hulu followed in second with 1.2 billion ads watched and Adap.tv came in third with 1.1 billion.
ComScore says 20.7% of all videos watched online were ads, which were viewed by 52% of the US population. July’s figures represent a drop compared to the month of June, when 25% of online video views were ads.
The company defines online videos as streamed segments of audiovisual content watched for a period of longer than three seconds. It considers each segment of online video content – for example, when separated by advertisement breaks – as a separate video, as well as the ads themselves.
ComScore’s report did not include details on whether viewers used PCs or mobile devices to access video content.
Key Statistics - Online Video Advertising in The US (source: comScore)
- Internet users in the United States viewed 9.6 billion video advertisements in the month of July, with the four largest groups providing over 1 billion video ads.
- Google websites topped the list with 1.5 billion ads, with Hulu second on 1.2 billion. Adap.tv followed with 1.1 billion, ahead of SpotXchange Video Ad Marketplace with 1 billion and TubeMogul Video Ad Platform with 830 million.
- Total time spent watching online video ads in the US reached almost 4 billion minutes. Adap.tv provided the highest duration of video ads, with close to 630 million minutes.