comScore: Viewers Watched Three Hours of Video on Hulu in December17 Jan, 2012 By: Erik Gruenwedel
Online TV program aggregator Hulu showed its teeth as a preferred destination for repurposed network programming, with viewers watching more than three hours of content on the site in December, according to new video data from comScore.
Hulu, which is co-owned by The Walt Disney Co., News Corp. and NBC Universal, tallied 181.2 minutes per viewer, second only to perennial online video leader YouTube, with 471.9 minutes per viewer. The big difference, of course, is that Google-owned YouTube delivers largely user-generated content, while Hulu offers primetime TV programming and movies, which is a plus to advertisers and content holders.
Hulu also topped online video sites with number of video ads watched. The site generated nearly 1.5 billion video ads, totaling 621 million minutes, with the average Hulu viewer watching 46.1 ad spots. This translates into reaching 10.7% of the total U.S. population, according to comScore. Americans watched 7.1 video ads online in December.
YouTube again dominated total unique viewers, with more than 157 million who watched nearly 22 billion videos. By comparison, Hulu, which includes subscription video-on-demand platform Hulu Plus, garnered more than 31 million viewers who watched 777 million videos. That was good for just eighth place among the top 10 video sites — but ahead of Amazon (transactional and SVOD) and Turner Digital.
Other top properties included No. 2 Vevo (music videos), with 53.6 million viewers and 801 million videos; Yahoo, with 53.3 million viewers and 630 million videos; Viacom Digital, with 45.7 million viewers and 506 million videos; Facebook, with 42 million viewers and 238 million videos; Microsoft sites, with 41.1 million viewers watching 587 million videos; and AOL, with 40 million viewers watching 451 million videos.
More than 181 million U.S. Internet users watched online video content in December for an average of 23.2 hours per viewer. The total U.S. Internet audience viewed 43.5 billion videos. Overall, 85.3% of the U.S. Internet audience viewed online video, with the average online content video being 5.8 minutes long, while the average online video ad was 40 seconds. Video ads accounted for 14.1% of all videos viewed and 1.2% of all minutes spent viewing video online.