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March Video Rankings: Viewers Are Up, But Views Are Down

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The March video rankings are out from online measurement company comScore, and they show a continuing trend of more viewers tuning in, but watching fewer videos overall. In March, 187.8 million unique U.S. viewers (up from 182.4 in February) watched 46.6 billion content videos (down from 49.2 billion in February). The average number of viewing minutes per viewer dropped from 1,076.1 to 1,066.8. Since comScore still only measures desktop and notebook computer views, it could be that viewers are migrating their online viewing to mobile devices or connected televisions, especially for long-form content.

The biggest surprise in the content video rankings is that AnyClip.com managed to take the number ten spot. AnyClip.com offers short clips from popular movies. Blinkx surprised by taking the number eight spot in February, and improved on that by two spaces in March.

In the online video ad rankings, everything is on the upswing. In March, U.S. viewers saw 28.8 billion video ads (up 4 billion from February), averaging 170.1 ads per viewer (up from 153.7). LiveRail edged out AOL for the top spot, streaming 3.9 billion video ads.

Overall, 85.9 percent of the U.S. internet-using population watched online videos in March, up from 85.0 percent in February. 

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