More than 85 percent of all Internet users in the U.S. watched some online video in October, comScore reported Monday.
According to the company, some 184 million users watched an average of 21.4 hours of video-- a record-- for the month.
As usual, Google (Nasdaq: GOOG) scored the highest number of viewers (161 million uniques), and recorded a record 20.9 billion video views in the month (overall, some 42.6 billion videos were viewed, a record for any month). Google--YouTube for all intents and purposes--also had the longest engagement of any property; it kept viewers entertained for 7.1 hours.
Continuing a recent trend, Facebook was the second busiest video property on the web--a distant second--with 59.8 million uniques, followed by Vevo (57 million), Microsoft (49.1 million) and Viacom Digital (48.2 million).
Video aggregator Hulu, meanwhile, saw the ninth highest number of uniques (29.2 million), but they watched the second-highest number of minutes per viewer. Hulu also saw the highest number of ads viewed of any property, with 1.36 million.
The duration of online videos continues to climb; comScore said the average online video was 5.5 minutes in length.
- see this release
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