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YouTube Video Viewing Hits All-Time High in May


Some 34 billion videos were delivered to US Internet users in May 2010, up 12.0% from 30.3 billion in April, with YouTube reaching an all-time high of 14.6 billion videos viewed during the month—surpassing the threshold of 100 videos per viewer for the first time, according to comScore data.

Some 144.1 million viewers watched videos on YouTube during the month, viewing on average 101.2 videos per viewer. Meanwhile, Hulu viewers watched an average 27.0 videos per month—2.7 hours of video per viewer.

Overall, 183 million people watched online video in May—roughly 84.8% of the total US Internet audience, and viewers watched an average of 186 videos per viewer.

Google maintained its position as the top video property, accounting for 43.1% of all videos viewed in May, or 14.6 billion videos. YouTube accounted for the vast majority of videos viewed at the property.

Ranked second, Hulu accounted for 3.5% of all videos viewed, delivering 1.2 billion videos during the month. Microsoft Sites ranked third with 642 million videos viewed (1.9%), followed by Vevo with 430 million (1.3%) and Viacom Digital with 347 million (1.0%).

Top 10 Video Content Properties by Viewers

Google Sites attracted 144.6 million unique viewers in May (an average 101.2 videos per viewer), followed by Yahoo Sites with 46.0 million viewers (7.3 videos per viewer) and Vevo with 45.6 million viewers (9.4 videos per viewer).

Vevo jumped one position from its April ranking, taking the No. 3 spot in May with 45.6 million viewers (an average 9.4 videos per viewer).

The average duration of online videos in May was 4.3 minutes.

Looking for great digital marketing data? MarketingProfs reviewed hundreds of research sources to create our most recent Digital Marketing Factbook (May 2010), a 296-page compilation of data and 254 charts, covering email marketing, social media, search engine marketing, e-commerce, and mobile marketing. Also check out The State of Social Media Marketing, a 240-page original research report from MarketingProfs.

Top Video Ad Networks by Potential Reach

Ranked by potential reach, Tremor Media was the nation's top video ad network, with a potential reach of 102.8 million viewers—56.2% of the viewing audience.

ScanScout Network ranked second with viewer penetration of 54.3%, or 99.3 million viewers, followed by YuMe Video Network with viewer penetration of 47.8%, or 87.5 million viewers.

The top video ad networks in terms of actual reach were: Joost Video Network (by Adconion Media Group) with 35.2% penetration of online video viewers, BrightRoll Video Network with 24.4%, and Tremor Media Video Network with 21.2%.

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