Data from the comScore Video Matrix were released today, showing that 184 million U.S. Internet users watched online video content in October for an average of 21.1 hours per viewer. The research company announced that the total U.S. Internet audience viewed 42.6 billion video, which represents an all-time high.
Google Sites was powered by everybody's go-to for all things online video, YouTube, to claim the highest ranking with 161 million unique viewers and reached a record high of 20.9 billion videos viewed. Facebook came in at a distant second rank with 59.8 million viewers and the bronze ranking went to VEVO with 57 million. Microsoft Sites and Viacom Digital followed with 49.1 million and 48.2 million, respectively.
With more than 42 billion videos viewed during the month, the firm reports that the average viewer watched a record 21.1 hours. Since comScore defines the average online video time as 5.5 minutes, that works out to roughly about 229 videos per user. That's a lot of cat videos people watched last month.
As far as video ads go, Americans watched 7.5 billion ads in October, which totaled more than 3 billion minutes. Hulu generated the highest number of video ad impressions at more than 1.3 billion. Tremor Video ranked second overall and crossed the milestone of 1 billion ads viewed for the first time. BrightRoll Video Network ranked third with 756 million ads, followed by Specific Media with 512 million and CBS Interactive with 415 million.
comScore also ranked Youtube Partner Channels in October, revealing that VEVO entertained 54.2 million viewers to capture first place. Warner Music maintained the second-place rank with 30.4 million viewers. Gaming channel Machinima ranked third with 17.7 million viewers followed by Schmooru with 9.9 million viewers.