The top four US online video sites by audience all increased their unique audience in May 2011 from April 2011, according to comScore Video Matrix data. Google, which has long dominated online video viewing due to its ownership of YouTube, increased its monthly total 3%, from 142.7 million to 147.1 million viewers.
Meanwhile, Vevo increased its unique audience 9% month-over-month, from 55.2 million to 60.4 million. Number three Yahoo saw its unique audience rise 4%, from 53.2 million 55.5 million. And number four Facebook increased its unique audience 3%, from 46.7 million to 48.2 million.
Impressively, number five Viacom jumped from sixth place in April, changing places with Microsoft, also growing 9% from 42.5 million to 46.5 million. Microsoft saw its unique audience remain roughly flat at about 46 million.
Americans viewed 4.6 billion video ads in May, with Hulu generating the highest number of video ad impressions at more than 1.3 billion, or about 28% of 4.6 billion total ads viewed. Tremor Media Video Network ranked second overall (and highest among video ad networks) with 700.8 million ad views, followed by Adap.tv (642 million) and BrightRoll Video Network (565 million).
Time spent watching videos ads totaled more than 2 billion minutes during the month, with Hulu delivering the highest duration of video ads at 560 million minutes. Video ads reached 45% of the total U.S. population an average of 34 times during the month. Hulu also delivered the highest frequency of video ads to its viewers, with an average of 48 during the course of the month.
Topics: Analytics & Automated, Brand Metrics, Food & Restaurants, Media & Entertainment, Online, Online & Mobile, Paid Search, Promotions, Coupons & Co-op, Radio, Retail & E-Commerce, Social Media, Technology, Top Gains in Unique Visitor, Top Sites by Unique Visitor, Top US Web Properties
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