180 million US internet users watched 36.6 billion online content videos in May. Video ads posted another month of record-breaking gains, surpassing the 10-billion mark for the first time on record.
Google sites, driven primarily by video viewing at YouTube.com, ranked as the top online video content property in May with 151.7 million unique viewers, followed by Yahoo! sites with 57.8 million, Vevo with 48.3 million, Microsoft sites with 44.4 million and Facebook.com with 44.3 million.
Nearly 36.6 billion video content views occurred during the month, with Google sites generating the highest number at 17.6 billion, followed by Hulu with 888 million and Yahoo! sites with 845 million.
The average viewer watched 21.9 hours of online video content, with Google sites (7.7 hours) and Hulu (4.2 hours) earning the highest average engagement among the top ten properties.
The May 2012 YouTube partner data revealed that video music channels Vevo (47.6 million viewers) and Warner Music (27.7 million viewers) maintained the top two positions. Gaming channel Machinima ranked third with 23.5 million viewers, followed by Maker Studios Inc. with 16.2 million, FullScreen with 14.1 million and BroadbandTV with 8.1 million.
Among the top 10 YouTube partners, Machinima demonstrated the highest engagement (66 minutes per viewer) followed by VEVO (55 minutes per viewer). VEVO streamed the most videos (618 million), followed by Machinima (388 million).
Other notable findings from May 2012 include: 84.5% of the US internet audience viewed online video. The duration of the average online content video was 6.5 minutes, while the average online video ad was 0.4 minutes. Video ads accounted for 21.6% of all videos viewed and 1.9% of all minutes spent viewing video online.
