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Well, the latest comScore numbers are in, and it looks like the summer months were a clean sweep for online video — August saw the largest U.S. video audience and number of videos watched ever recorded.
August had 161 million U.S. Internet users watching 25.4 billion videos, according to comScore. June and July had already been record months themselves. Some 158 million users watched more than 21 billion videos in July, when the numbers were thought to be buoyed by demand for Michael Jackson’s live-streamed memorial service and a revival of his music videos. Meanwhile, premium sites like Hulu had to survive a summer drought of new TV programming. But web video soldiers on. Even comScore rival Nielsen, which often seems to lowball the numbers comparatively, has already said August was up 1.5 percent on July for videos viewed.
At this point, according to comScore, 81.6 percent of the total U.S. Internet audience is watching online video, and each of them watches 9.7 hours of video per month, with the average duration of a video being 3.7 minutes. Google sites (which are 99 percent YouTube) actually crossed the 10 billion video mark in August. Microsoft, Viacom, Hulu and Fox Interactive rounded out the top five. Meanwhile, comScore now has Tremor Media as the top U.S. video ad network at 68 million unique viewers, with last month’s winner ScanScout now down in third place.