Vimeo broke into comScore's top 10 online video content properties for the first time in June, according to the research firm's monthly video rankings report.
Google Sites (YouTube) stayed on top, with 154.5 million viewers watching 18 billion videos, each averaging 484.4 minutes. The other noticeable chart movement came from Facebook. In May, the Menlo Park social media giant ranked fifth
with 44.3 million viewers. In June it rose to the No. 3 spot, behind Yahoo. Vimeo popped up in 10th place, reaching 21.4 million viewers who spent an average of 28.3 minutes on the site.
Overall, the number of unique viewers dipped slightly from 180.5 million to 180.3 million, and the number of minutes each viewer watched declined as well, from 1,315.3 to 1,238.1. This doesn't appear to be seasonal, since comScore recorded an upward trend from May
On the ad side, comScore had reported an all-time high in May, with the number of video ads breaking the 10 billion marker. June, likewise, proved to be another record-breaking month, with 11 billion total video ad streams. The top five online video ad properties, which includes ad networks and exchanges — Google Sites, BrightRoll Video Network, Hulu, Adap.tv and TubeMogul Video Ad Platform, ranked respectively — delivered more than one billion ads apiece.
Overall, 84.8 percent of the U.S. Internet audience watched online videos in June, averaging 6.8 minutes per video. A quarter of videos watched were ads, and viewers spent 2 percent of their viewing time on them, an average of 0.4 minutes per ad.
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