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YouTube, Google Video Views Jump Tenfold In October

ComScore: Average Time Spent Viewing Up 40% to 21.1 Hours Per Viewer for the Month

By Todd Spangler -- Multichannel News, 11/28/2011 12:56:18 PM

Google's video sites, driven primarily by YouTube, served 20.9 billion videos in October 2011 -- more than ten times the views a year ago, according to research firm comScore.

In October 2011, 184 million U.S. Internet users (representing 86.2% of all online users) watched a record 42.59 billion videos online. That's up nearly eightfold from 5.47 billion total videos viewed in October 2010, according to comScore. Average time spent viewing increased to 21.1 hours per viewer, up 40% from 15.1 hours in October 2010.

Those users also viewed 7.5 billion video ads in October (14.9% of all videos viewed) with Hulu generating the highest number of video ad impressions at more than 1.3 billion. The average length of video viewed was 5.5 minutes, while the average online video ad was 0.4 minutes.

For long-form content -- such as TV episodes with ad pods in the middle -- comScore counts each segment as a distinct video stream.

Thanks to the continued popularity of YouTube.com, Google remained the No. 1 online video content provider in October with 161 million unique viewers. Facebook.com had 59.8 million viewers, followed by music site Vevo with 57 million, Microsoft sites with 49.1 million and Viacom Digital with 48.2 million.

Rounding out the top 10 were Yahoo (43.8 million unique visitors); AOL (43.6 million); NBCUniversal (39.3 million); Hulu (29.2 million); and Turner Broadcasting System (28.0 million).

Of the 10 biggest sites, Google/YouTube captured the highest share of average viewing time -- with 7.1 hours per viewer -- followed by Hulu at 202.2 minutes, Vevo at 66.0 minutes, Yahoo at 58.6 minutes and Viacom at 57.7 minutes. Facebook users watched an average of only 18.4 minutes of video for the month.

The top online video advertising properties for October 2011 were Hulu with 1.36 billion video ad impressions, followed by Tremor Video with 1.1 billion, BrightRoll Video Network with 756 million, Specific Media with 512 million and CBS Interactive with 415 million.

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