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One Hot August: Consumers Viewed 37.7 Billion Web Videos

26 Sep, 2012 By: Doug McPherson

RESTON, Va. – August couldn’t have gotten much hotter in Web video viewing: a record 188 million U.S. consumers watched 37.7 billion of them, including 9.5 billion ads, during the month, reports comScore, a digital measuring company.

Other notable findings from August 2012 include:
- 87.3 percent of the U.S. Internet audience viewed online video
- The duration of the average online content video viewed was 6.7 minutes, while the average online video ad viewed was just less than 30 seconds
- Video ads accounted for 20.1 percent of all videos viewed and 1.4 percent of all minutes spent viewing video online

Google sites, driven primarily by video viewing at, ranked as the top online video content property in August with 150.2 million unique viewers, followed by Yahoo! sites with 55 million, Microsoft sites with 53.7 million, VEVO with 49.3 million and with 47.7 million.

Of the 37.7 billion videos watched, Google sites generated the highest number at 13.8 billion, followed by AOL Inc. with 725 million. Google sites had the highest average engagement among the top 10 properties.

Americans viewed 9.5 billion video ads in August, with each of the top four video ad properties delivering more than 1 billion video ads. Google sites ranked first with more than 1.7 billion ads, followed by BrightRoll Video Network with 1.4 billion, with 1.2 billion, Hulu with 1.1 billion, and SpotXchange Video Ad Marketplace with 911 million.

The total time spent watching video was 3.5 billion minutes, with BrightRoll Video Network delivering the highest duration of video ads at 717 million minutes. Video ads reached 54 percent of the total U.S. population an average of 58 times during the month. Hulu delivered the highest frequency of video ads to its viewers with an average of 51, while Google sites delivered an average of 19 ads per viewer.

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