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A record-breaking 161 million US viewers watched online video in August 2009, according to data from comScore’s Video Metrix Service, which also revealed that the average viewer watched 582 minutes, or nearly 10 hours, of online video during the month.

August also saw another all-time high for the number of online videos : 25 billion were viewed during the month. Google Sites – including YouTube, accounted for more than 10 billion of these, comScore said.

The numbers continue to illustrate increasing growth in online video, in the number of viewers, the number of videos viewed and in other measures.? Figures are up significantly from July 2009, when 1.4 billion videos were viewed, with 8.9 billion of those on Google Sites. In August, comScore estimated that 81.6% of the total US internet audience viewed online video. This represents an increase from 81% in July.

Top 10 Video Content Properties by Videos Viewed

Google Sites continued to rank as the top US video property in August as it surpassed the 10-billion-videos-viewed threshold. Google represented 40% of all videos viewed online, while YouTube.com accounted for 99% of all Google videos viewed.

Microsoft Sites ranked a very distant #2, with 547 million (2.2%), followed by Viacom Digital with 539 million videos viewed (2.1%) and Hulu with 488 million (1.9%).

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Top 10 Video Content Properties

More than 161 million viewers watched an average of 157 videos per viewer during the month of August, comScore said.? Google Sites attracted 121.4 million unique viewers during the month (82.8 videos per viewer), followed by Microsoft Sites with 54.9 million viewers (10 videos per viewer) and Yahoo! Sites with 51.6 million viewers (6.9 videos per viewer).

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Top Video Ad Networks

In August, Tremor Media ranked as the #1 video ad network with a potential reach of 68 million viewers, or 42.2% of the total viewing audience. YuMe Video Network ranked #2 with a potential reach of 59.1 million viewers (36.7% penetration) followed by ScanScout Network with 57.6 million viewers (35.7%).

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Other findings from August 2009:

  • The top video ad networks in terms of their actual delivered reach were: Tremor Media Video Network (19.5%penetration of all online video viewers), BrightRoll Video Network (16.2% penetration), and BroadbandEnterprises.com (14.8% penetration).
  • 120.5 million viewers watched nearly 10 billion videos on YouTube.com (82.6 videos per viewer).
  • 44.9 million viewers watched 340 million videos on MySpace.com (7.6 videos per viewer).
  • The average Hulu viewer watched 12.7 videos, totaling 1 hour and 17 minutes of videos per viewer.
  • The duration of the average online video was 3.7 minutes.

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