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comScore: Americans Viewed Over 5.6B Video Ads in August 2011

comScore’s video metrix service reporting that 180 million U.S. Internet users watched online video content in August for an average of 18 hours per viewer.

  • 85.8 percent of the U.S. 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 percent of all videos viewed and 1.3 percent of all minutes spent viewing video online.

comScore reports that YouTube ranked as the top online video content property in August with 162 million unique viewers, while VEVO ranked second (62.3 million).

Facebook at #3 (51.7 million viewers), followed by Viacom Digital (49.9 million).

YouTube generate 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 (5.7 hours) and Hulu (3.2 hours) demonstrating the highest engagement.

According to the report, in August, the top two video music channels were: VEVO (60.6 million viewers) and Warner Music (30.9 million viewers).

Gaming channel Machinima ranked third with 17.7 million viewers, followed by Maker Studios with 10 million.

Within the top 10 partners, TheGameStation recorded highest engagement with 76.5 minutes per viewer on average. Machinima was second at 72.6 minutes per viewer.

Americans viewed over 5.6 billion video ads in August — Hulu was the top video property (996 million impressions). Tremor Video was #2 with 764 million ad views.

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.

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