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Yahoo Gains Ground in Video Metrics; Online Video Ads Up 12% in March [comScore]
Yahoo’s unique video viewers rose to 50.3 million, up from 43.6 million in February, bumping the company up a rung to the number four U.S. Online Video Content Property according to comScore’s March 2013 US Online Video Rankings, In March, the number of Americans watching online content videos rose 2.5% from February. Nearly 182.5 million Americans watched 39.3 billion online content videos. Ad video views hit an all-time high at 13.2 billion, up from 9.9 billion in February.
Yahoo moved up a rung to number four and closed in on VEVO this month. (It will be interesting to watch what impact Yahoo’s newly-announced deal for exclusive online access to the clips of Saturday Night Live‘s archives may have when they become available this fall.) Facebook hit new high in video content views again this month with just over 705 million in March (up from 557 million in February). Google sites, driven by YouTube, continue to dominate the landscape with 153.9 million unique viewers and 12.7 billion video views for the month.
The Rise Of Video Ads
Along with the increase in video content consumption came a record-breaking increase in video ad viewing. Google Sites and BrightRoll served the largest shares of the total 12.2 billion video ad views. However, BrightRoll delivered the highest duration of video ads at 1.2 billion minutes as well as the largest reach at 50.4% of the total U.S. population. Hulu hit viewers with the highest frequency of ads with an average of 66 ads per viewer.