Advanced Television

Online video reaches 50% of US population

October 24, 2011

The latest findings from the comScore Video Metrix service indicate that 182 million US Internet users watched online video content in September for an average of 19.5 hours per viewer. The total US Internet audience engaged in 39.8 billion video views.

Google Sites, driven primarily by video viewing at, were once again ranked as the top online video content property for the month with 161 million unique viewers, while VEVO ranked second with 57.3 million. Microsoft Sites climbed to the number 3 position with 54 million viewers, followed by Viacom Digital with 53.4 million and with 49.9 million. Nearly 40 billion videos views occurred during the month, with Google Sites generating the highest number at 18.6 billion. The average viewer watched a record 19.5 hours of online video content, with Google Sites (6.3 hours) also demonstrating the highest engagement.

Americans viewed more than 6.8 billion video ads in September, with Hulu generating the highest number of video ad impressions at more than 1 billion. Tremor Video ranked second overall (and highest among video ad exchanges/networks) with 811 million ad views, followed by (803 million) and BrightRoll Video Network (665 million). Time spent watching video ads totaled more than 2.9 billion minutes during the month, with delivering the highest duration of video ads at 450 million minutes. Video ads reached 50 percent of the total US population, an average of 45.3 times during the month. Hulu delivered the highest frequency of video ads to its viewers with an average of 38.2.

Other notable findings from September 2011 include:

  • 85.3 per cent of the US Internet audience viewed online video.
  • The duration of the average online content video was 5.3 minutes, while the average online video ad was 0.4 minutes.
  • Video ads accounted for 14.7 per cent of all videos viewed and 1.4 per cent of all minutes spent viewing video online.


Categories: Advertising, Articles, Consumer Behaviour, OTT, Research