ComScore: Consumers Watched Over 48 Billion Online Videos in July

A new report from comScore revealed that 187 million Americans watched over 48 billion online content videos in July. The number of video ad views was 19.6 billion, slightly down from June’s 20 billion views.

Google Sites continues its lead for only video content property with 167.9 million unique viewers in July, which is up 6 percent from June. Facebook came in a distant second with 61.3 million, followed by AOL with 57.9 million, and VEVO and Microsoft Sites, both with 49.6 million viewers.

Of the 48 billion video content views during July, Google Sites had the highest number at close to 17.7 billion, followed by AOL with 793 million and Facebook with 741 million. Google also had the highest average engagement of the top 10 properties.

According to comScore, Americans viewed 19.6 billion video ads last month. Google Sites came in number one with 3.4 billion ad impressions, followed by BrightRoll Platform with 2.1 billion, Adap.tv with 2.1 billion, LiveRail.com with 1.8 billion, and Specific Media with 1.4 billion.

Around 7.4 billion minutes of video ads were viewed during the month. BrightRoll Platform and Adap.tv had the highest duration of video ads with 1 billion minutes each, while Hulu delivered the highest frequency of video ads to viewers with an average of 69 times during July.

A look at the top YouTube partner channels ranked by unique video viewers during the month revealed that video music channel VEVO held the top position with 47.6 million viewers. Fullscreen came in second with 34.5 million viewers, followed by Maker Studios Inc. with 28.6 million, Warner Music with 27.6 million, and ZEFR with 26.5 million.

According to comScore’s study, 86.6 percent of the U.S. Internet audience viewed online video in July. The average length of an online content video was 5.2 minutes, and the average online video ad was 0.4 minutes. Video ads made up 28.8 percent of all videos viewed and 2.8 percent of all minutes spent watching video online.

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