Comscore Show Google Keep Dominance In December 2011

The latest set of ComScore ratings were revealed this week, with Google’s reign at the top of the online video website standings showing no sign of slowing down, after they maintained their 1st position in the December 2011 rankings.

Google’s range of video content, led naturally by YouTube (which is owned by Google, and increased by 9% of usage since the same point last year), was as always the key player in US online video, as their collective services took in around 157.2 million unique viewers in the country, nearly three times as many as the numbers experienced by VEVO (2nd on 53.7m unique viewers).

Other high-ranking names on that list included Yahoo! (53.3m), Viacom Digital (45.8m), and Facebook (42.0m), completing the top five. It has also been found that that in December in the USA, a total of over 182 million viewers saw 43.5 billion unique videos, averaging in at around 23.2 hours each (around 45 minutes per day).

Google-run sites lead the way in this department as well, recording an average of 7.9 hours of viewing time per user, with Hulu their closest challenger here on 3 hours. The videos themselves took the interest of a notable 85% of all American internet users, though most videos of the above-mentioned 43.5 billion were YouTube-style ‘clips’ with the average length of a viewed video lasting for 5.8 minutes.

Meanwhile, adverts are playing an ever-more key role in online video as commercials look to cash in on the increasing audience, with Americans noted as seeing 7.1 billion video ads during the month, with Hulu displaying the most with 1.5 billion of them (followed by Adap.tv with 1.1 billion). Accumulative advert viewing time in the USA reached over 3 billion minutes, as Adap.tv showed them for the longest with a total of 636 million minutes dedicated to pre-video commercials.

In total, video ads were responsible for 1.2% of overall online viewing minutes in the country, and due to their short length, 14.1% of all videos seen in December. Is the rise of online video advertising a trend to keep an eye on as it slowly becomes more prominent?

Crazy Matt Cazzy into all things hi-tech, gizmos and gadgets. If its just out, i want it. Loves watching tv on every device ever invented that can handle it

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2 Responses to “Comscore Show Google Keep Dominance In December 2011”

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