September Video Rankings Highlight the Rise of AOL
Continuing its reinvention, AOL video enjoyed strong gains, while Hulu's tanking video ads finally found some stability.
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Video measurement company comScore released its online video rankings for September a few days ago, and the results offer one more indication that AOL is an online video force on the rise. While Google sites and Yahoo sites again took the first two spots, AOL came on strong in the third position.
In the month of September, 181.4 million U.S. internet users watched over 39.4 billion videos, averaging 1,339.0 minutes each. Google, the longtime leader, counted 150.3 million unique users averaging 419.1 minutes of video each. Yahoo had 57.4 million viewers, while AOL had 53.8 million viewers. AOL's numbers were up from 45.7 million viewers in August, when it was the sixth largest video site.
The biggest decline in the month was Microsoft. Its sites counted 36.7 million viewers, giving it the ninth spot. In August, it held the number three spot with 17 million additional viewers.
For online video ads, Google and BrightRoll again took the top two spots. U.S. internet users watched 9.4 billion video ads in September, averaging 60.2 ads per viewers. Google sites showed 1.8 billion video ads to 29.2 percent of the population, while BrightRoll showed 1.4 billion ads to 43.2 percent of the population. Hulu's ad decline finally slowed: it took the third spot, showing 1.2 billion ads that month.
In September, the average online video was 6.4 minutes long, and the average online video ad was 0.4 minutes.
Last month, 87.3 percent of American internet users, 188 million people, watched online video.
The latest comScore rankings contain a few surprises. BrightRoll is top dog for ads. And who's NDN?
News video syndicator NDN has its content in the right places, as it was the number two video property for the month.