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November Video Rankings: Numbers See an Early Chill

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Where did the viewers go? That may be what online video insiders ask after seeing the November U.S. online video rankings, just released by online measurement company comScore.

Online viewing fell in November, to an audience of 183 million in the U.S. watching 40.9 billion videos. While an impressive number, October saw 184 million watching 42.6 billion.

The declines could be felt all along the top ten providers. Google sites (which include YouTube) counted 151.6 million unique viewers averaging 444.5 minutes per viewer. That's down from the 161.0 million viewers it attracted in October. Perhaps the new homepage design is taking time to catch on. Facebook lost out on the number two spot, dropping sharply from October. Instead, Vevo reclaimed the spot with 55.4 million viewers (down from 57.0 million in October)

Following Google and Vevo were Facebook (50.8 million), Yahoo sites (50.4 million), and Viacom Digital (47.4 million). Rounding out the top ten were Microsoft sites, AOL, Hulu, NBC Universal, and Turner Digital.

Hulu again led the video ad race, a situation that will likely change before long. The site served 1.3 billion video ads to 9.8 percent of the U.S. population in November, averaging 44.4 ads per viewer. That's down from the 1.4 billion ads it showed in October. Catching up is Tremor Video, which showed 1.1 billion ads to 21.2 percent of the population. It's followed by Adap.tv (1.0 billion), BrightRoll Video Network (721.9 million), Specific Media (512.9 million), CBS Interactive (395.8 million), TubeMogul Video Ad Platform (360.2 million), Microsoft sites (350.4 million), AOL (346.8 million), and SpotXchange Video Ad Marketplace (296.8 million).

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

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