In November 2011, the total 183 million U.S. Internet audience watched 40.9 billion online video content for an average of 20.5 hours per viewer. According to comScore report “YouTube ranked as the top online video content property with 151.6 million unique viewers, while VEVO ranked second with 55.4 million.”
Facebook.com ranked third with 50.8 million viewers, followed by Yahoo! Sites with 50.4 million.
YouTube also generated highest number at 20.5 billion. “The average viewer watched 20.5 hours of online video content, with YouTube (7.4 hours) and Hulu (3.3 hours) demonstrating the highest engagement among the top ten properties,” reports comScore.
comScore reports In Nov. 2011, Americans viewed 7.2 billion video ads, with Hulu generated the highest number of video ad impressions at more than 1.3 billion, followed by Tremor Video in second with 1.1 billion.
“Video ads reached 53 percent of the total U.S. population an average of 45 times during the month. Hulu delivered the highest frequency of video ads to its viewers with an average of 44,” comScore said.
Some notable findings from November 2011 include:
- 85.9 percent of the U.S. Internet audience viewed online video
- Duration of the average online content video was 5.5 minutes, while the average online video ad was 0.4 minutes
- Video ads accounted for 15.0 percent of all videos viewed and 1.3 percent of all minutes spent viewing video online.
Also, YouTube partner data revealed that video music channels VEVO (53.4 million viewers) and Warner Music (31.1 million viewers) maintained the top two positions. Gaming channel Machinima ranked third with 19.6 million viewers.