comScore has released their August 2012 U.S. Online Video Rankings, revealing that online video content has reached an all-time high, with over 188 million unique viewers in the United States. But it looks like people aren’t getting their online video fixes in the same places that they used to. Back in July, Facebook was second only to Google Sites (aka YouTube) in terms of total unique viewers. In August, Facebook dropped to the fifth spot, below Google, Yahoo!, Microsoft and VEVO.
Facebook dropped from 53 million total unique viewers in July to 47 million in August, and from 327 million total videos watched in July to 261 million in August. While YouTube also saw a decrease in viewership, dropping from 156 million uniques in July to 150 million in August, Google Sites still had the highest average engagement.
While it is unclear exactly what accounted for the drop in uniques and viewership across sites (though it’s likely to have something to do with end-of-summer travel and the beginning of the school year), total viewership is up with 87.3 percent of the U.S. Internet audience watching online video.
Online video ads are also on the rise and comScore reports that “video ads accounted for 20.1 percent of all videos viewed” in August. Now, it should be noted that while ads accounted for approximately one-fifth of the total videos viewed, ads are general shorter than content, so they only accounted for 1.4 percent of the actual time spent viewing video online.
Google Sites (aka YouTube) is at the top of the charts in terms of video ads served. While the total number of video ads on the web fell from 9.6 million in July to 9.5 million in August, YouTube jumped from 1.5 million in July to 1.7 million in August. It appears as though the online video powerhouse’s ramping up of True View Ads (aka, skippable ads) isn’t deterring viewers from watching pre-roll. BrightRoll, ADAP.TV and Hulu all served over 1 million video ads as well.
Image credit: Vladru via shutterstock.com
Megan O’Neill is the resident web video enthusiast here at Social Times. Megan covers everything from the latest viral videos to online video news and tips, and has a passion for bizarre, original and revolutionary content and ideas.