14 DAY TRIAL // The July video site numbers are out and, while there aren’t many surprises, a few tidbits of information are rather interesting. YouTube dominates, as usual, followed by the regular players like Yahoo and Facebook.
Hulu continued to hover at the tenth position, which it has occupied ever since comScore changed the way it counted videos. The site used to be the second largest video property in the US and now we know the reason behind the big drop, 84 percent of the videos served on Hulu are ads, which are no longer counted.
“Google Sites, driven primarily by video viewing at YouTube.com, ranked as the top online video content property with 143.2 million unique viewers, followed by Yahoo! Sites with 55.1 million viewers. Facebook.com jumped one position to capture the #3 spot with 46.6 million viewers,” the metrics and analytics company said in a statement.
“Google Sites had the highest number of overall viewing sessions with 1.9 billion and average time spent per viewer at 283 minutes, or 4.7 hours. Hulu also had high viewer engagement with an average of 158 minutes (or 2.6 hours) per viewer,” it continued.
YouTube leads in every metric imaginable, except in terms of advertising. While the Google online video property has been ramping up advertising on the site, including video ads, its huge catalog and viewers count means that ads are still relatively infrequent.
In fact, YouTube only comes in the fifth place when it comes to video ads, just 4.6 per visitor in July, for a total of almost 220 million ads. Hulu leads in this department with 27.9 video ads per viewer, adding up to 783 million ads.
Almost 84 percent of all videos served by Hulu are ads. While that certainly sounds like a big number, you have to take into account the length of the videos as well. Hulu hosts TV shows and each video is at least several tens of minutes long. And for each of those clips, Hulu will serve several video ads.