According to comScore's Video Matrix, 178 million Americans watched 33 billion online content videos last February - 83.3% of the American Internet audience. That's a national reach matched only by top broadcast and cable networks. The average online video user consumed 17.4 hours of content that month. And the better news for the industry is that they also watched 9.9 billion video ads online.
Google sites (principally YouTube) still dominate online video use, attracting 150 million unique visitors who watched 11.3 billion videos. The average online video user spent more than 6 hours watching videos streamed from Google sites. In contrast, Facebook - with its best numbers - had only 61 million unique visitors watching a total of 558 million videos. No other online video source had more than 50 million unique visitors.
The report also showed the growing success of a number of YouTube partner channels. Music channels did well - VEVO @ YouTube saw more than 48 million unique users watching 514 million online videos; Warner Music's 26 million users watched nearly 135 million; and UMG (Universal Music Group) pulled in 14 million viewers watching 34 million videos. Several content hosts/aggregators also hit the top 10 - Fullscreen attracted 38 million unique visitors and 241 million videos watched; Maker Studios pulled in 30 million viewers and delivered 363 million videos. ZEFR (formerly MovieClips), host for movie promos and clips, rounded out the Top 5 with 24 million unique viewers and 96 million videos watched.
As expected, video advertising platforms topped the list of online video ads sources - Google streaming 2.2 billion video ads, BrightRoll Video Network following with 1.6 billion, and six others in the Top 10 (two streaming more than a billion ads). Big content streamers showed promise, with Hulu coming in third with 1.4 billion online ads, and CBS Interactive at 565 million.
Source - comScore Releases February 2013 U.S. Online Video Rankings, comScore press release