A new report on August web video rankings by comScore indicates that Americans watch massive amounts of online video content. Most of that content is coming from YouTube.
Don’t let that fool you because Facebook is now the third largest video site on the Internet in terms of unique viewers. Some of you may find that odd because you don’t watch video on the platform. Nevertheless, people share a lot of videos on Facebook, which is why the social platform came in third. I am sure those numbers will grow in the coming months.
Facebook’s third position in August is based upon 51.6 million unique viewers, trailing VEVO in second with 62 million and Google Sites (YouTube) at 162 million. Viacom Digital climbed into fourth place, while Microsoft dropped into fifth, as Yahoo and AOL remained in sixth and seventh, with their unique views on the rise. Honestly, online video viewing is on the rise. So, I am not surprised that even sixth and seventh places are higher than their previous months.
Taking a look at feature videos, total viewing sessions record even another all-time high in August with 6.9 billion sessions, particularly drawn to YouTube, generating little over half of those. The average web video viewer watched 18 hours of content during the month of August, with YouTube and Hulu drawing the highest engagement at 5.7 hours and 3.2 hours, respectively. Another interesting statistic is that 85.8 percent of the U.S. Internet audience viewed online video.
The report doesn’t stop at video viewing in general. It even covers the current proliferation of video advertising in the U.S. Americans viewed more than 5.6 billion video ads in August. If you do the math, that is north of one ad per person of the entire population of the planet. That means video advertising reached 50 percent of the total U.S. population on the average of 37.6 times.
The comScore report is quite extensive, covering more ground that I mentioned here. YouTube worked with comScore in creating some numbers of the type of videos watched. That might interest you if you are involved with marketing.