Americans Watched Less Videos, More Ads In October

By Megan O'Neill 

comScore has released their October 2012 U.S. Online Video Rankings and they reveal an unsettling trend—unless of course you love watching online video ads.  It looks like last month Americans watched less online videos than they did in September, but they were exposed to a heck of a lot more video ads.

In October, U.S. online video viewers watched 37.2 billion videos, down from 39.3 billion in October.  But the number of video ads watched jumped from 9.4 billion in September to nearly 10.8 billion in October.  comScore reports that “Americans viewed nearly 11 billion video ads in October, with each of the top 5 video ad properties delivering more than 1-billion video ads…Time spent watching video ads totaled 3.8 billion minutes.”

Luckily, the average video ad is a lot shorter than the average content video, with the average content video clocking in at 6.1 minutes and the average online video ad clocking in at 0.4 minutes.  But that’s still a pretty big chunk of time to spend watching video ads.  If you divide that 3.8 billion minutes by the number of U.S. online video viewers in October – 182.5 million – that’s about 20.8 minutes worth of video ads watched by the average viewer.

comScore reports that “video ads accounted for 22.6 percent of all videos viewed and 1.6 percent of all minutes spent viewing video online.”

Also notable is the fact that 86 percent of the U.S. Internet audience viewed online video in October.  This is a slight increase from September, when 85 percent viewed online video.

Have you noticed an increase in the number of video ads you’re being exposed to?  We’d love to hear your thoughts in the comments below.

Megan O’Neill is the resident web video expert 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.