Did anybody see AOL coming? The online property leapt up to the number 3 spot in comScore's online video rankings, overtaking Microsoft, Vevo and Facebook.
In September, 54.8 million viewers tuned into AOL, watching 741 million videos and averaging 39.4 minutes a piece. Overall, 181 million viewers, or 85 percent of the U.S. Internet audience, watched online videos in September, a decline from 188 million the month prior. There was, however, a slight increase in the number of minutes they averaged, from 1,335.4 to 1,339. As expected, Google and Yahoo led in the rankings, with 150.3 and 47.9 million viewers respectively.
On the ad side, Hulu rose to No. 3 in the rankings, serving 1.17 billion ads, up from 1.06 billion, reaching 7.5 percent of the U.S. population. But as usual, Google remained the site to beat, serving 1.76 billion video ads. Behind Google is the BrightRoll Video Network, which served 1.35 billion ads and had a reach of 43.2 percent -- the highest of the bunch. The average online video ad totaled 0.4 minutes, and video ads accounted for 1.3 percent of all minutes spent watching online video.