According to comScore’s March online video rankings report, more than 187 million Americans watched 46.6 billion online videos last month, while video ad views totaled 28.7 billion.
Live Rail took the No. 1 spot for top video ad properties, earning 3.9 billion ad impressions. AOL was the leading video property in terms of delivering the highest duration of video ads, and Hulu delivered the highest frequency of video ads to viewers.
ComScore reports the total time spent watching the 28.7 billion video ads totaled 10.9 billion minutes. The report noted video ads represented 38.1 percent of all videos viewed, and 5.1 percent of total time spent viewing online videos.
Of the 187.8 million Americans watching 46.6 billion online videos, most were using Google. With more than 155 million unique viewers, comScore says Google sites won the No. 1 spot for video content properties.
Not only did Google beat Facebook and AOL with the most unique viewers, it also earned the highest average engagement rate of the top ten video content properties.
Of the US Internet audience, comScore reports 85.9 percent watched online videos, with the average duration for online video content running 4.3 minutes in length.
VEVO, ZEFR and Maker Studios were the top three YouTube partner channels by unique video viewers in March per comScore’s data. Last month, Disney – which was the 4th ranking YouTube partner channel – announced it would be acquiring Maker Studios for $500 million.