The average viewing time of online videos is now reaching six minutes in January among US online users, according to comScore.
181 million US Internet users watched nearly 40 billion videos of online video content in the first month of 2012.
Google sites, driven primarily by video viewing at YouTube.com, ranked as the top online video content property in January with 152 million unique viewers, followed by Vevo with 51.5 million, Yahoo! sites with 49.2 million, Viacom Digital with 48.1 million and Facebook.com with 45.1 million.
Nearly 40 billion videos views occurred during the month, with Google sites generating the highest number at 18.6 billion, followed by Hulu with 877 million and Vevo with 717 million. The average viewer watched 22.6 hours of online video content, with Google Sites (7.5 hours) and Hulu (3.2 hours) demonstrating the highest average engagement among the top ten properties.
The January 2012 YouTube partner data revealed that video music channels Vevo (50.6 million viewers) and Warner Music (29.7 million viewers) maintained the top two positions.
Gaming channel Machinima ranked third with 23.8 million viewers, followed by Maker Studios Inc. with 12.5 million, FullScreen with 11.6 million and Big Frame with 8.2 million.
Among the top 10 YouTube partners, Vevo demonstrated the highest engagement (62 minutes per viewer) and highest number of videos viewed (696 million), while Machinima exhibited the second highest engagement (60 minutes per viewer) and number of videos viewed (347 million).
Other notable findings from January 2012 include: 84.4% of the U.S. Internet audience viewed online video. The duration of the average online content video was 6.1 minutes, while the average online video ad was 0.4 minutes.
Video ads accounted for 12.2 percent of all videos viewed and 0.9 percent of all minutes spent viewing video online.