Other key findings from August 2012 include:
- 87.3 percent of the U.S. Internet audience viewed online video.
- The duration of the average online content video was 6.7 minutes, while the average online video ad was 0.4 minutes.
- Video ads accounted for 20.1 percent of all videos viewed and 1.4 percent of all minutes spent viewing video online.
Google sites, driven primarily by video viewing at YouTube, ranked as the top online video content property in August with 150.2 million unique viewers. Google sites were followed by Yahoo sites with 55 million unique viewers, Microsoft sites with 53.7 million, VEVO with 49.3 million, and Facebook with 47.7 million.
Nearly 37.7 billion video content views occurred during the month, with Google sites generating the highest number at 13.8 billion, followed by AOL with 725 million. According to comScore, Google sites had the highest average engagement among the top 10 properties.
Normally, Search Engine Watch would compare this data with similar data from that same month in 2011. However, comScore introduced three important methodological enhancements with the release of its August 2012 U.S. Video Metrix data that make it problematic to compare year-over-year trends: