Nearly 175 million Internet users watched an average 14.4 hours of video in September, comScore reported in its monthly Video Metrix. And, while the total number of viewers increased only 3.9 percent from September 2009's 168 million viewers, viewing time per person increased nearly 47 percent from the 9.8 hours of video watched online a year ago.
Although fewer viewers watched online video in September than in August (178 million), viewing time and viewing sessions continued to climb from previous months.
Google users, primarily on YouTube, continued to be the most voracious consumers of video, with 144.2 million unique viewers watching an average of 4.3 hours of video each last month. The rest of the Top 10 for unique viewers included Yahoo! Sites (54.4 million viewers), Facebook.com (52.2 million), Microsoft Sites (45.5 million), Fox Interactive Media (43.9 million), VEVO 43.6 million) Viacom Digital (33.6 million), NBC Universal (30 million), Hulu (29.9 million), and Turner Network (27.2 million).
Only Hulu came close to scoring as much video watched at Google with users averaging 2.7 hours each.
Hulu maintained its No. 1 ranking in terms of video ads viewed in September, racking up 794 video ad impressions of the 4.3 billion Americans viewed overall, and delivered the highest video ad frequency at 27.5 for the month. Tremor Media Video Network ranked second overall (and highest among video ad networks) with 526 million ad views, followed by BrightRoll Video Network (476 million) and ADAP.TV (444 million). Video ads reached 45 percent of the total U.S. population an average of 32 times during the month.
The top video ad networks in terms of their potential reach of the total U.S. population were: ScanScout at 46.8 percent, BrightRoll Video Network at 44.5 percent, and Break Media at 44.1 percent.
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