comScore data from December 2010 shows that 172 million U.S. Internet users watched online video content in the month for an average of 14.6 hours per viewer. The total U.S. Internet audience engaged in nearly 5.2 billion viewing sessions during the course of the month.

Google Sites, driven primarily by video viewing at YouTube.com, ranked as the top online video content property in December with 144.8 million unique viewers, followed by Yahoo! Sites with 53.1 million viewers.

In one year since its launch, VEVO has steadily grown to reach 50.6 million viewers in December, with much of its viewing being driven by VEVO on YouTube. VEVO is a premium music video and entertainment service with 1.7 billion worldwide streams and over 60 million unique visitors in the U.S. and Canada each month, according to its Website. VEVO’s programming is made available across the VEVO platform, which includes VEVO.com, VEVO Mobile (iPhone, iPod touch, iPad, Android), VEVO connected devices (Google TV, Boxee) and a VEVO-branded embedded player. VEVO also syndicates its programming to additional Internet destination sites.

Below are the top U.S. online video properties by video content views – December 2010?? from comScore’s Video Metrix:

Property Total Unique Viewers
(000)
Viewing Sessions
(000)
Minutes per Viewer
Total Internet: Total Audience 172,109 5,156,086 873.1
Google Sites 144,757 1,924,214 274.3
Yahoo!Sites 53,050 191,367 30.0
VEVO 50,594 266,448 89.9
AOL, Inc. 48,550 252,561 31.2
Viacom Digital 45,880 148,321 51.6
Facebook.com 41,119 124,546 14.6
Microsoft Sites 36,589 132,747 50.4
Fox Interactive Media 28,902 90,959 19.3
Turner Digital 26,943 89,204 23.4
Hulu 26,493 131,127 217.1

Other notable findings from December 2010 include:

  • 84.6 percent of the U.S. Internet audience viewed online video.
  • The duration of the average online content video was 5.0 minutes, while the average online video ad was 0.4 minutes.
  • Video ads accounted for 16.4 percent of all videos viewed and 1.6 percent of all minutes spent viewing video online.

Although the average online content video was only 5 minutes, viewers must be watching a lot of videos to account for the 14.6 hours of online video viewing per month.

-Linda Hardesty

The Daily

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