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YouTube Top Online Video Site with 157.2M Unique Viewers in U.S., comScore Dec 2011 Report

In December 2011, 182 million U.S. Internet users watched online video content for an average of 23.2 hours per viewer, according to comScore report, the “total U.S. Internet audience viewed 43.5 billion videos — YouTube ranked as the top online video content property with 157.2 million unique viewers.”

VEVO came second with 53.7 million, followd by Yahoo! with 53.3 million viewers. Viacom Digital with 45.8 million and Facebook.com with 42 million followed.

comScore Dec 2011: Top U.S. Online Video Sites

In Dec. 2011, Americans viewed 7.1 billion video ads, with Hulu generating the highest number of video ad impressions at nearly 1.5 billion, followed by Adap.tv with 1.1 billion. Hulu also, delivered the highest frequency of video ads to its viewers with an average of 46.

Video ads reached 51 percent of the total U.S. population an average of 46 times during the month.

Tremor Video ranked third with 942 million, followed by BrightRoll Video Network with 872 million and Specific Media with 496 million.

Top U.S. Online Video Sites Per Video Ads Viewing: comScore Dec 2011

According to YouTube partner’s Dec. data video music channels VEVO (53.5 million viewers) and Warner Music (31.7 million viewers) maintained the top two positions.

Machinima ranked third with 22.7 million viewers, followed by Maker Studios with 10.4 million.

Among the top 10 YouTube partners, VEVO had the highest engagement (67 minutes per viewer) and highest number of videos viewed (782 million).

comScore Dec 2011: YouTune Partners channel ranking

Other notable findings include:

  • “85.3 percent of the U.S. Internet audience viewed online video.
  • Duration of the average online content video was 5.8 minutes, while the average online video ad was 0.4 minutes.
  • Video ads accounted for 14.1 percent of all videos viewed and 1.2 percent of all minutes spent viewing video online,” comScore revealed.

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