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Facebook Hits All-Time High in Video Viewing; Google Delivers 2.2B Ads

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Some 178 million Americans—roughly 83.3% of the US Internet audience—watched more than 33 billion video content views in February 2013, with Google Sites generating the highest number at 11.3 billion and Facebook reaching its all-time high of 558 million, according to data from the comScore Video Metrix service.

Among the top 10 video properties, Google Sites had the highest average engagement.

Meanwhile, Americans viewed 9.9 billion video ads in February with Google Sites ranking first, delivering an all-time high of 2.2 billion ads, nearly one-quarter of the all video ads delivered during the month.

Below, additional findings from comScore.

Top 10 Video Content Properties by Unique Viewers

Google Sites, driven primarily by, ranked as the top online video content property in February with 150.7 million unique viewers, followed by Facebook with 61.2 million, VEVO with 49.5 million, NDN with 46.3 million, and Yahoo Sites with 43.6 million.

Google Sites had the highest average engagement among the top ten properties in February with 1,024.7 minutes per viewer (MPV).

Facebook was near the bottom in viewer engagement with an average of 19.9 MPV. Among the top 10 video sites, only Amazon recorded lower engagement with 12.6 MPV.

The duration of the average online content video was 5.6 minutes, while the average online video ad was 0.4 minutes.

Top 10 Video Ad Properties by Video Ads Viewed

Americans viewed 9.9 billion video ads in February, with Google Sites ranking first with its all-time high of 2.2 billion ads. BrightRoll Video Network came in second with 1.6 billion, followed by Hulu with 1.4 billion, with 1.4 billion, and with 1 billion.

Viewers spent a total of 3.8 billion minutes watching video ads in February, with BrightRoll Video Network delivering the highest duration of video ads at 859 million minutes.

Meanwhile, video ads reached more than 50% of the total US population 63 times during the month on average.

Hulu delivered the highest frequency of video ads to its viewers with an average of 61, while CBS Interactive and Google Sites tied for second with an average of 23 ads per viewer.

Top 10 YouTube Partner Channels by Unique Viewers

Video music channel VEVO maintained the top position in comScore's ranking of YouTube partners with 48.2 million viewers in February. Fullscreen held on to the No. 2 position with 36.8 million viewers, followed by Maker Studios with 30.5 million, Warner Music with 26 million, and ZEFR (formerly MovieClips) with 23.8 million.

Among the top 10 YouTube partners, Machinima recorded the highest engagement (61 minutes per viewer), followed by Maker Studios (42 minutes per viewer).

However, VEVO streamed the greatest number of videos (514 million), followed by Machinima (374 million).

Video ads accounted for 23% of all videos viewed and 2% of all minutes spent viewing video online.

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Lenna Garibian is a MarketingProfs research writer and a marketing consultant in the tech industry, where she develops engaging content that builds thought leadership and revenue opportunities for clients. She's held marketing and research positions at eRPortal Software, GAP Inc., Stanford University, and the IMF. Reach Lenna via Twitter @LennaAnahid and LinkedIn.

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