As we expected, July was a mega-month for online video. According to comScore’s latest numbers, 158 million U.S. Internet users watched more than 21 billion videos last month, both of which were all-time highs for the online video world.
Online video is prone to breaking its own records lately — comScore reported June to be a record month for video viewers with 157 million viewers watching 19.5 billion videos. The grim boost Michael Jackson’s death bestowed upon the online video world at the end of June continued through July as his funeral service became a global online event.
Viacom, Microsoft and Fox Interactive all saw gains in July, most likely as people watched Jackson videos and tuned into news sites to watch the webcast of the funeral. Surprisingly, Turner’s traffic, which owns CNN, dropped to 35.6 million viewers watching 390 million videos in July, down from 52 million viewers watching 496 million videos in June.
Summer didn’t slow Hulu down as the site reached its own personal best with 457 million video views in July. The average Hulu visitor watched 12 videos during the month totaling 1 hour and 3 minutes per viewer. To compare, the overall average video viewer consumed 8.3 hours of video in July.
comScore also released rankings of the top online video ad networks. ScanScout topped that list with a potential reach of 80.1 million viewers, followed by Tremor, which reached 71.1 million and Yume with 68.1 million viewers.
Nielsen’s July numbers weren’t as high, reporting that 11 billion total streams were served to 136 million viewers.