Nearly 172 million US internet users watched online video content in November, according to a study by comScore. The total US internet audience engaged in nearly 5.2 billion viewing sessions during the course of the month. Google Sites, driven primarily by video viewing at YouTube.com ranked as the top online video content property with 145.8 million unique viewers. Yahoo! Sites took the number two spot with 61.8 million viewers, followed by Vevo with 50.3 million viewers. AOL, which recently acquired 5min in September, secured fourth place with 47.7 million viewers. Viacom Digital closely followed with 47.3 million viewers. Google Sites had the highest number of viewing sessions with nearly 2 billion and average time spent per viewer at 271 minutes or 4.5 hours. Americans viewed more than 5.4 billion video ads in November, with Hulu generating the highest number of video ad impressions at more than 1.1 billion. Tremor Media Video Network ranked second overall and highest among video ad networks with 477 million ad views, followed by Adap.TV at 446 million and Microsoft Sites at 427 million.
Video ads reached 49 percent of the total US population, an average of 36.8 times during the month. CWTV.com delivered the highest frequency of video ads to its viewers with an average of 68.5 over the course of the month after recently starting to run full ad-loads comparable to those of television. The top video ad networks in terms of their potential reach of the total US population were ScanScout Network at 44.3 percent, BrightRoll Video Network at 41.5 percent and Break Media at 39.9 percent. Nearly 84.2 percent of the US internet audience viewed online video. The duration of the average online content video was 5.1 minutes, while the average online video ad was 0.4 minutes. Video ads accounted for 15.3 percent of all videos viewed and 1.4 percent of all minutes spent viewing video online.