comScore: September Online Video Use Up 18%17 Oct, 2013 By: Erik Gruenwedel
AOL tops YouTube in video ads for the first time, while Facebook video traffic burgeons 45% and Yahoo plummets 28%
More than 188 million people watched upwards of 46 billion online videos in September, according to new data from comScore. The tallies were up 4% and 18%, respectively, compared to the same month in 2012. The number of video ad views totaled 22.9 billion, which was up 144% from 9.4 billion ad views last year.
Notably, AOL (which includes Adap.tv) for the first time beat out YouTube, generating more than 3.7 billion video ads compared to 3.2 billion for YouTube.
Google-owned YouTube again dominated online video consumption, accounting for nearly 88% (165 million) of all viewers, who consumed more than 35% (16.1 billion) of all online videos. YouTube viewership of largely user-generated content increased 10% over last year.
The average YouTube viewer watched 462 minutes of content in September — up 10% from 419 minutes last year.
Facebook video viewership jumped 45% to No. 2 with 67.1 million users consuming 975 million videos, 25.4 minutes per viewer. Yahoo, which was No. 2 in 2012, saw its video viewership drop 28% to 44.8 million.
Hulu, again subjected its viewership to the highest percentage of ads (74.1) among the top online properties, despite reaching the lowest percentage (5.4%) of the U.S. population. Hulu subjected a higher percentage (7.5%) of the domestic population to fewer ads (51) in September 2012.
Meanwhile, AOL reaches nearly 50% of the domestic population, according to comScore, while subjecting its viewers to almost two-thirds fewer ads (24.2) than Hulu. The average YouTube viewer was subjected to 28.7 ads in September.