The unique U.S. audience for online video totaled 194.1 million in October, and Google-owned sites attracted 173.7 million, or nearly 90%.
Based on a U.S. population of 318.9 million, more than 54% of all Americans viewed a video at a Google site in October. And more than 77% of all Americans visited a Google site in October.
The total unique visitor count includes both desktop and mobile platforms and both home and work locations. The online video count comprises home and work locations only for desktop computers and does not include advertiser videos. The numbers were reported Friday by comScore, based on the company’s Media Matrix and Video Matrix analytics programs.
Trailing Google in the overall unique digital media count are Facebook Inc. (NASDAQ: FB) with 218.2 million visitors and Yahoo! Inc. (NASDAQ: YHOO) with 210.9 million. These are the only three properties to surpass 200 million unique visitors in October.
Among the other top online video sites are second-place Facebook with 91.1 million unique visitors and Yahoo with 56.9 million.
Rounding out the top 10 multi-platform digital media properties in October are Amazon.com Inc. (NASDAQ: AMZN) with 189.8 million unique visitors; Microsoft Corp. (NASDAQ: MSFT) with 182.6 million; AOL Inc. with 174.8 million; CBS Interactive with 144 million; Comcast Corp. (NASDAQ: CMCSA) with 143.3 million; Apple Inc. (NASDAQ: AAPL) with 140 million; and Mode Media with 136 million.
Only two traditional retailers made the list of the top 50, and these were Wal-Mart Stores Inc. (NYSE: WMT) with 88.4 million unique visitors and Target Corp. (NYSE: TGT) with 61.6 million unique visitors.