Some 31.2 billion videos were delivered to US Internet users in March 2010, up 11.0% from 28.1 billion in February, and 180.2 million people watched online videos in during the month, up 3.4% from 174.2 million in the previous month, according to comScore data.
Some 84.8% of the total US Internet audience viewed online video in March, up 2.0% from 83.1% in the previous month, and viewers watched an average of 173 videos during the month.
YouTube delivered 12.9 billion videos to more than 135.3 million viewers in March, reaching three out of four online video viewers at an average of 95.6 videos per viewer, up 6.8% from 89.5 videos in the previous month.
Meanwhile, Hulu viewers watched on average of 26.7 videos per month—2.6 hours of video per viewer.
Google maintained its position as the highest-ranked video property, delivering 13.1 billion videos and accounting for 41.8% of videos viewed. YouTube accounted for the vast majority of videos viewed at Google sites.
Ranked second, Hulu accounted for 3.4% of all videos viewed with 1.1 billion videos delivered, followed by Microsoft Sites, with a 2.1% share and 655 million videos delivered, and Yahoo sites, with a 1.5% share and 478 million videos delivered.
Top 10 Video Content Properties by Viewers
Google Sites attracted 136.0 million unique viewers during the month (96.0 videos per viewer), followed by Yahoo Sites, with 56.2 million viewers (8.5 videos per viewer), and CBS Interactive, with 46.7 million viewers (9.8 videos per viewer).
The average duration of online videos in March was 4.3 minutes.
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Top Video Ad Networks by Potential Reach
Ranked by potential reach, Tremor Media was the nation's top video ad network, with a potential reach of 96.5 million viewers—53.5% of the viewing audience.
Adconion Media Group ranked second with viewer penetration of 45.2%, or 81.6 million viewers, followed closely by Advertising.com Video, with viewer penetration of 44.8%, or 80.8 million viewers.
The top video ad networks in terms of actual reach delivered were Joost Video Network (by Adconion Media Group) with 38.0% penetration of online video viewers, SpotXchange Video Ad Network with 19.9%, and BBE with 19.1%.
