RESTON: American internet users watched a record number of online videos in December, crossing the 50bn threshold for the first time ever, new analysis has established.
Data from comScore's latest Video Matrix report reveals that 86.9% of the US internet audience, equating to 188.2m of the US population, watched 52.4bn videos last month and they also viewed 35.2bn video ads.
Google Sites was both the top online video content property in December as well as the generator of the highest number of video content views.
It received 159.1m unique viewers, driven primarily by video viewing on YouTube, while Facebook received 79.1m, AOL 76.2m, Yahoo 53.5m and NDN 49.4m.
Google Sites also generated 13.4bn video content views out of a total of nearly 52.4bn while Facebook came in second with 3.7bn views followed by AOL with 1.4bn. Google Sites also had the highest average engagement among the top ten video content properties.
In terms of video ad impressions, AOL maintained its top position with 4.3bn followed by LiveRail.com on 3.6bn, Google Sites on 3.6bn, SpotXchange Video Ad Marketplace on 2.9bn with TubeMogul Video Ad Platform rounding out the top five with 2.5bn.
Time spent watching video ads also grew last month – Americans spent a total of 13.2bn minutes watching video ads with AOL delivering the highest duration of video ads at nearly 1.9bn minutes.
ComScore also noted that the duration of the average online content video was 4.2 minutes while the average online video ad was 0.4 minutes.
Furthermore, video ads accounted for 40.2% of all videos viewed and 5.7% of all minutes spent viewing video online.
Data sourced from comScore; additional content by Warc staff