Average Online Video Usage Hits 23 Hours in December [Multichannel News]
In December, 43.5 billion videos were viewed online by roughly 182 million U.S. viewers. In terms of time spent watching videos, comScore found that the average American watched 23.2 hours worth of online video during the month of December.
Of the all U.S. Internet users, 85 percent claimed to have watched online video. The majority of online video watching is still short form, however, as the average video watched in December lasted only 5.8 minutes.
The continued strength of short videos means YouTube held onto its massive lead in the online video market. The Google-owned video site had 157.2 million unique viewers, while the second highest site, VEVO, had only 53.7 million uniques. Yahoo! sites were third (53.3 million) followed by Viacom (45.8 million) and Facebook (42 million).
In terms of advertising, 7.1 billion online video ads were viewed in the month, accounting for 14.1% of all videos viewed. Hulu topped the ad impression chart with about 1.5 billion ads. Over 3 billion minutes were spent watching online ads in the U.S