Various sites owned by Google Inc. (NASDAQ: GOOG), including YouTube, drew more than 163 million unique U.S. viewers in November. AOL Inc. (NYSE: AOL) drew 73 million viewers and Facebook Inc. (NASDAQ: FB) clocked in with more than 66 million unique viewers. The figures come from comScore Inc.’s (NASDAQ: SCOR) Video Metrix service. All told more than 189 million unique viewers in the U.S. watched 47.1 billion online videos in November. Both viewer numbers and the number of videos viewed are down from October’s results.
Video advertising reached 55.8% of the total U.S. population an average of nearly 155 times during the month. Video ad views totaled 26.8 billion, up from 24.5 billion in October and once again AOL led the pack with nearly 4 billion ads viewed.
Total viewership was flat with October totals, but Google’s total fell by 2 million unique viewers and Facebook’s total fell by about 4 million. AOL’s total jumped by 9 million unique viewers and the company displayed 63 million more videos in November than it did in October. Google’s total of 14.74 billion videos viewed is far ahead of second-place AOL’s total of 1.34 billion.
AOL is really beginning to see a boost from its acquisition of Adap.tv. This is the second month in a row that it’s advertising properties have topped Google’s. And AOL’s reach also grew month-over-month from around 50% in October to 52.2% in November.
Here are a couple of other tidbits from comScore’s report:
- The duration of the average online content video was 4.7 minutes, down from 5.1 minutes in October, and the average online video ad lasted 0.4 minutes.
- Just over 87% of the U.S. Internet audience viewed an online video in November, flat with October totals.
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