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August Video Rankings: Viacom Climbs, Microsoft Falls

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Blame the late-summer sun. Online video viewing was down in August, according to the latest monthly report from online video ranking company comScore, but only slightly. In August, 180 million U.S. Internet users watched an average of 18 hours of video, down from 18.5 hours in July. They called up 6.9 billion viewing sessions.

What were they watching? Google (which includes YouTube) and Vevo again took the top spots. Google sites counted 162 million unique viewers (up 3 million from July) who watched an average of 343.5 minutes each. Music video site Vevo had 62 million viewers who averaged 60.9 minutes each.

Next up were Facebook (51.7 million), Viacom Digital (49.9 million), and Microsoft sites (46.4 million). Viacom and Microsoft traded places this month, with Viacom climbing from 47.3 million viewers in July, and Microsoft falling from 49.5 million. Rounding out the top ten were Yahoo sites, AOL, Turner Digital, Hulu, and NBC Universal. Amazon, which fell out of the top ten in July, is still out.

Hulu again dominated online video advertising, streaming 995.6 million ads in August to 8.6 percent of the U.S. population, averaging 38.1 ads per viewer. That's a significant gain from its July numbers, which had been down. The biggest agency was Tremor Video (763.8 million), followed by Adap.tv (720.1 million), BrightRoll (602.8 million), Specific Media (494.8 million), TidalTV.com (442.5 million), Auditude (349.9 million), Viacom Digital (320.4 million), SpotXchange (289.1 million), and Microsoft sites (247.6 million). Most of the agencies showed impressive gains for the month, especially Tremor Video. Only SpotXchange and Microsoft showed declines. BrightRoll again reached the largest percentage of the U.S. population, with 26.3 percent.

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

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