8 out of 10 U.S. Internet Users Watch Online Video
By Anna Johnson on August 24th, 2010comScore, Inc’s July 2010 online video site rankings show that 8 in 10 American Internet users (84.9 percent of the total U.S. Internet audience) watch online videos, each averaging 14.7 hours per month.
The July 2010 comScore Video Metrix data shows that 178 million U.S. Internet users watched online video content during the month. Google sites (primarily its site, YouTube) was the most popular online video destination with 143.2 million unique viewers, followed by Yahoo! Sites with 55.1 million viewers and Facebook.com with 46.6 million viewers.
Google Sites also had the highest number of overall viewing sessions at 1.9 billion, and the highest average time spent per viewer at 283 minutes, or 4.7 hours. Visitors to Hulu spent the second longest amount of time watching online video, averaging 158 minutes (or 2.6 hours) per viewer.
Overall, the average length of online content videos was 4.8 minutes, while the average online video ad was 0.4 minutes.
Video ads accounted for 9.8 percent of all videos viewed in July 2010, and 0.9 percent of all minutes spent viewing video online.
In July 2010 the top U.S. online video properties in terms of unique viewers were as follows:
- Google Sites 143.2 million
- Yahoo! Sites 55.1 million
- Facebook.com 46.6 million
- Microsoft Sites 45.6 million
- VEVO 43.9 million
- Fox Interactive Media 38.1 million
- Turner Network 33.4 million
- Viacom Digital 30.7 million
- Disney Online 28.5 million
- Hulu 28.5 million
