Some 178 million US Internet users watched online videos in July 2010 for an average of 14.7 hours per viewer, according to comScore Video Metrix. Though Google Sites continued to dominate online video viewing during the month, Facebook jumped one spot from its June ranking to become the third-most popular online video viewing destination.
Google Sites, driven primarily by viewing at YouTube, was the top online video content property in July, attracting 143.2 million unique viewers (1.9 billion viewing sessions), followed by Yahoo Sites with 55.1 million viewers (238.3 million sessions) and Facebook with 46.6 million viewers (166.2 million sessions).
Google Sites led in viewer engagement: Google viewers watched an average of 283 minutes of video during the month, or 4.7 hours per viewer. Hulu also recorded high viewer engagement with an average of 158 minutes of video viewing during the month, or 2.6 hours per viewer.
With the exception of Disney Online, Facebook users spent the least amount of time watching video in July (18.3 minutes per viewer).
Overall, 84.9% of the total US Internet audience viewed online video in July.
The average duration of online videos during the month was 4.8 minutes.
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Top Video Properties by Video Ads Viewed
Americans viewed 3.6 billion video ads in July with Hulu generating the highest number of video ad impressions (783.3 million) during the period.
Tremor Media Video Network was second overall (and highest among video ad networks) with 451.9 million ad views, followed by BrightRoll Video Network (248.3 million) and Microsoft Sites (232.3 million).
Hulu delivered the highest frequency of video ads to its viewers with an average of 27.9 during the month.
Overall, video ads reached 44.5% of the total US population in July—on average of 27 times.
The average duration of online video ads in July was 0.4 minutes.
The top video ad networks in terms of potential reach of the total US population were ScanScout Network with 40.5%, BrightRoll Video Network with 39.4% and Break Media Network with 38.7%.
