39 Billion and Counting
According to comScore – the digital measurement and analytics group – the number of video advertisement views in March reached an all time high. Overall for the month, their research showed that over 182 million Americans watched about 39 billion online content videos that month, while the number of video ad views reached that all-time high of 13.2 billion. That’s a huge “Wow” in anyone’s book.
Put another way, two-thirds of America viewed six times as many online videos as there are people on the planet (you can almost hear the voice of the Carl Sagan saying “billions and BILL-ions” when you see those numbers!) We are, most definitely, participants in an industry experiencing absolutely terrific growth.
To get back to the stats: Once again this month, Google sites (which include YouTube) were at the top of the heap with 154 million unique viewers, followed by Facebook with about 64 million, and the rest (VEVO, Yahoo, etc.) bringing up the rear.
Who are these billions of viewers and what are they doing in our sandbox? How is it that online video marketing is ploughing into the future like a runaway train, while other media struggle to keep pace? Whatever the reasons, we’re not complaining.
ComScore also found that 85 percent the U.S. Internet audience viewed online videos in March, up from 83 percent the previous month, and video ads accounted for about a quarter of all videos viewed. Those ads only took up a small percentage of video viewing time too, around 2 percent. According to their research, the average online video ad times out at 20 seconds.
One more figure worth memorizing and putting in your presentations: The duration of the average online content video was 5.6 minutes. As Dr. Sagan would say, that adds up to billions and BILL-ions of online video impressions over time. As stated already, what we have here is amazing growth in an industry that serves more billions than McDonalds serves hamburgers!
This trend is showing no signs of reversing its course, or even slowing its ascent. More and more people are using the internet as a replacement for their television sets, and some shows are now actually produced exclusively for internet audiences (the most famous example of this is Netflix.com’s “House of Cards,” which has been deemed a definite success). As fantastic as these numbers already are, there is little reason to think they will not, in the next months and even years, only continue to get better.