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Long-form Video Content on Rise, Reaches 6 Min on Average, comScore U.S. Online Video Rankings Jan 2012

comScore January 2012 U.S. Online Video Rankings: YouTube TopsIn January 2012, 181 million U.S. Internet users watched nearly 40 billion videos of online video content, according to the latest comScore Video Metrix data YouTube.com, ranked as the top online video content property with 152 million unique viewers, posted comScore.

Some notable findings include:

  • 84.4 percent of the U.S. Internet audience viewed online video
  • Duration of the average online content video was 6.1 minutes, 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.

VEVO with 51.5 million ranked second, followed by Yahoo! Sites with 49.2 million. Facebook ranked fourth with 45.1 million.

Out of the 40 billion videos views occurred during Jan, YouTube generated the highest number at 18.6 billion, followed by Hulu with 877 million.

The average viewer watched 22.6 hours of online video content, YouTube ranked top with 7.5 hours and Hulu at number two (3.2 hours).

comScore January 2012: Top U.S. Online Video Content Sites Ranked by Unique Video Viewers

“Out of 5.6 billion video ads viewwed in January by Americans, Hulu delivered the highest number of video ad impressions at 1.4 billion. Adap.tv ranked second overall (and highest among video ad exchanges/networks) with 652 million ad views,” adding comScore said.

Time spent watching video ads totaled more than 2.3 billion minutes during the month, with Hulu delivering the highest duration of video ads at 540 million minutes.

“Video ads reached 47 percent of the total U.S. population an average of 38 times during the month. Hulu delivered the highest frequency of video ads to its viewers with an average of 43, while ESPN delivered an average of 20 ads per viewer,” comScore posted.

comScore January 2012: Top U.S. Online Video Ad Sites Ranked by Video Ads Viewed

comScore January 2012: Top YouTube Partner Channels Ranked by Unique Video Viewers

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