comScore Video Metrix service today released new data showing that, 170 million U.S. Internet users watched online video content in February for an average of 13.6 hours per viewer. The total U.S. Internet audience engaged in more than 5.0 billion viewing sessions during the course of the month.
Google Sites, ranked as the top online video content property in Feb with 141.1 million unique viewers. Microsoft Sites captured #2 (up from #7) with 48.8 million, Yahoo! Sites 46.7 million. Google Sites had the highest number of viewing sessions with 1.8 billion, and average time spent per viewer at 262 minutes, or 4.4 hours.
Hulu generated highest number of video ad impressions at more than 1.1 billion. Tremor Media Video Network ranked #2 overall (and highest among video ad networks) with 548.3 million ad views, followed by ADAP.TV (396 million) and SpotXchange Video Ad Network (343 million). Video ads reached 42% of the total U.S. population an average of 30 times during the month. Hulu also delivered the highest frequency of video ads to its viewers with an average of 48 over the course of the month.
Other notable findings from February 2011 include:
- top video ad networks in terms of their potential reach of the total U.S. population were: Tremor Media at 46.3%, BrightRoll Video Network at 37.3% and Break Media at 36.8%.
- 82.5% of the U.S. Internet audience viewed online video.
- The duration of the average online content video was 5.1 minutes, while the average online video ad was 0.4 minutes.
- Video ads accounted for 12.4% of all videos viewed and 1.2% of all minutes spent viewing video online.