Google rules online video, but Hulu shows more ads

Ronny Kerr · July 15, 2011 · Short URL: https://vator.tv/n/1cc9
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Online video data from comScore says 85.6% of U.S. audience was watching online video in June

You online surfers sure do love your video.

In June, 178 million U.S. Internet users accessed online video content, with each viewer watching an average of 16.8 hours for the month, according to comScore Video Metrix. In total, comScore counted more than 6.2 billion viewing sessions for the entire month, marking the first time that number rose above 6.0 billion.

Google, with the ever-influential YouTube under its belt, still ranks as the top online video property, having served 149.3 million unique viewers last month. Viewers watched an average of 324.1 minutes, or 5.4 hours. Viewing sessions for Google totaled 2.3 billion.

Trailing Google are VEVO, Yahoo!, Microsoft and Viacom, each with 63.0 million, 52.7 million, 50.7 million and 49.5 million million unique viewers, respectively. Predictably, though Hulu ranks ninth on the list for number of unique viewers (26.7 million), it has the second highest average viewing time: 184.8 minutes, or a little over three hours.

Furthermore, Hulu has done a stellar job of monetizing those views with advertising. The on-demand video site generated just over 1.0 billion video ad impressions in June, with each viewer watching an average of 38.8 ads.

Hulu is a self-contained system, however, meaning that the four Web properties that rank beneath it (in terms of video ads delivered) all reach a wider cross-section of the video-watching American audience.

Tremor Video (formerly Tremor Media), Adap.tv, BrightRoll Video Network and Specific Media each reach over 20 percent of the total U.S. population. Additionally, they deliver 753.0 million, 677.7 million, 628.6 million and 421.7 million video ad impressions, respectively.

Two of those ad networks hit headlines recently. First was Adap.tv in March, when the company closed $20 million in Series C financing led by Bessemer Venture Partners. And, just a couple weeks ago, you may have heard about how News Corp. sold Myspace for $35 million? Well, the buyer was Specific Media.

A couple other interesting statistics: 85.6 percent of the U.S. Internet audience watched online video in June, the average duration of video content was 5.4 minutes and the average duration of video ads was 0.4 minutes. Impressively, video ads make up 13.6 percent of all videos viewed and 1.3 percent of all time spent watching video online.

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Ronny Kerr

I'm the chief copywriter, editor, and content strategist at FinancialForce, the largest Salesforce partner.

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