During the month of January 2012, metrix firm comScore found that 84.4 percent of the U.S. Internet audience viewed an online video. In the company’s monthly trends report for marketing professionals, comScore stated that, on average, the duration of the each video watched was 6.1 minutes, while the average online video advertisement played with the content was 15 seconds. Nearly 40 billion videos views were played during the month and the average viewer watched 22.6 hours of online video content.
Google websites, including YouTube, ranked as the top online video content property in January with 152 million unique viewers, followed by VEVO with 51.5 million users, Yahoo! sites with 49.2 million, Viacom Digital with 48.1 million and Facebook.com with 45.1 million, according to comScore.
U.S. viewers caught 5.6 billion video ads in January, with Hulu delivering the highest number of advertising impressions at 1.4 billion. Adap.tv ranked second overall with 652 million ad views, followed by BrightRoll Video Network with 598 million, Tremor Video with 580 million and Specific Media with 398 million. Time spent watching video ads totaled more than 2.3 billion minutes during the month, with Hulu delivering the highest duration of video ads at 540 million minutes.
Video ads reached 47 percent of the U.S. population an average of 38 times during the month, comScore concluded. Hulu delivered the highest frequency of video ads to its viewers with an average of 43, while ESPN delivered an average of 20 ads per viewer.