Latest comScore Report States 12% Of All Videos Viewed Are Ads

The latest comScore online video report to be released is for the month of January 2012 (remember, there reports are for US only), and show the following picture:

181 million U.S. Internet users watched video during that month;

84.4 percent of the U.S. Internet audience viewed online video;

– nearly 40 billion videos of online video content were seen;

– the duration of the average online content video was 6.1 minutes (up from 5.8 minutes in December), while the average online video ad was 0.4 minutes.

– video ads accounted for 12.2 percent of all videos viewed and 0.9 percent of all minutes spent viewing video online.

– when it comes to top video destinations, Google Sites ( is number one as usual, and Facebook – once considered the next big thing in video watching – is still in 5th place, as was last month after being 2nd just in last October;

– as last month, Hulu is still the top site with number of video ads viewed, although it’s 8th in the general video viewing top.

While some of the numbers are a slight decrease from the December (2011) ones, they are very close, and also show a slight increase on other variables, like average duration of video content.

And just that number of 12.2% of videos viewed being ads, that’s a huge number: it represents 4,88 billion video ads watched during one month, in one country.

We wonder what numbers and trends in Europe will show in the next reports…!


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