September 8, 2010, 2:59 PM

Most online Americans are watching online videos

Video ads accounted for 9.8% of all videos viewed in July.

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84.9% of U.S. Internet users, about 178 million consumers, watched online video content during July, according to web measurement firm comScore Inc. That amounted to an average of 14.7 hours per viewer.

The reason, in part, for online videos near-ubiquitousness is due to online video sites building out their technology infrastructure to provide a better user experience, wrote Andres Palmiter, comScore online video sales specialist, in a blog post. The result is the amount of time American audiences spent watching video from live video publishers such as Justin.tv, Ustream and LiveVideo has grown 648% to more than 1.4 billion minutes. And more established video sites like YouTube and Hulu have seen the amount of time their audiences spend on the sites rise 68% and 75%, respectively, year over year.

Google sites, driven primarily by YouTube.com, remains the dominant player in online videos, with 143.2 million viewers in July, followed by Yahoo sites, with 55.1 million viewers. 

The top sites with videos viewed in July, in millions, according to comScore, were:

  • Google sites (primarily YouTube), 143.23
  • Yahoo sites, 55.11
  • Facebook.com, 46.57
  • Microsoft sites, 45.56
  • Vevo, 43.91
  • Fox Interactive Media, 38.14
  • Turner Network, 33.44
  • Viacom Digital, 30.72
  • Disney Online, 28.48
  • Hulu, 28.46

In addition to consumers upping the amount of content they watch online, they’re also watching an increasing number of video ads. In July consumers watched 3.6 billion video ads, representing 9.8% of all videos viewed. Video ads accounted for 0.9% of all minutes spent watching videos online.

Video ads reached 44.5% of the U.S. population, according to comScore.

The sites with the most ad impressions, in millions, were:

  • Hulu, 783.30
  • Tremor Media Video Network, 451.86
  • BrightRoll Video Network, 248.35
  • Microsoft sites, 232.26
  • Google sites, 219.33
  • Crosspoint Media, 206.27
  • SpotXchange Video Ad Network, 170.90
  • CBS Interactive, 134.80
  • BBE, 120.18
  • Viacom Digital, 110.81
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