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December Video Rankings: Google and Yahoo See Gains

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The number of Americans watching online videos dipped slightly in December, 2011, as it had done the month before, according to rankings just released by online measurement company comScore.

December saw 182 million U.S. Internet users view a total of 43.5 billion videos, for an average of 23.2 hours for each viewer. That's down from November's 183 million. But December's viewers watched even more content: November's audience watched 40.9 billion videos total.

Naturally, the most-trafficked video destination was Google sites (which include YouTube). Google counted 157.2 million unique viewers, up from 151.6 million in November. Those viewers averaged 471.9 minutes each. Perhaps YouTube's channel strategy is already bearing fruit. The number two spot was again held by music video site Vevo, which was visited by 54.7 million visitors (down from 55.4 million in November).

After Google and Vevo were Yahoo sites (53.3 million), Viacom Digital (45.8), and Facebook (42.0 million). Completing the top ten were Microsoft sites, AOL, Hulu, Amazon, and Turner Digital. Amazon wasn't in the top ten last month, and takes the place of declining NBC Universal.

Hulu was again tops in online video ads. It had a strong month, serving 1.5 billion ads to 10.7 percent of the population, for an average of 46.1 ads per person. Next came Adap.tv (1.1 billion), Tremor Video (941.9 million), BrightRoll (872.2 million), Specific Media (496.9 million), Videology (the new name of TidalTV; 455.7 million), AOL (330.4 million), Undertone (322.2 million), Auditude (310.0 million), and Microsoft sites (297.5 million). CBS Interactive, TubeMogul, and SpotXchange all fell out of the top ten.

Vevo was again the most popular partner channel on YouTube, followed by Warner Music, Machinima, Maker Studios, and FullScreen.

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