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January Video Rankings: Views Are Down, SpotXChange Jumps Up

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The numbers for both online content videos and advertising videos were down for January, reported measurement specialist comScore. But does this simply reflect a change is how people view online video?

In January, 183.8 million unique U.S. viewers watched 48.7 billion content videos, compared to 188.2 million who watched 52.4 billion videos the month before. Google led the tally with 12.6 billion views, compared to 13.4 billion in December.

In analyzing the numbers, it's important to remember that comScore only counts activity from desktop and notebook computers; it still can't measure views from mobile devices, connected TVs, set-top boxes, or consoles. So the declining numbers could be a sign that people are shifting their video viewing to other platforms.

Viewers saw a total of 26.9 billion video ads in January, a big fall from the 35.2 billion viewed in December. It will be interesting to see how Olympic coverage changes this number when the February rankings are out.

SpotXchange won the month by showing 3.5 billion video ads, coming in far ahead of AOL (which includes Adap.tv), Google, and LiveRail. In December, SpotXchange held the fourth spot, serving 2.9 billion video ads.

The average content video was 4.4 minutes in January, while the average video ad was 0.4 minutes.

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