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Facebook Ranked Third Most Popular Video Site in the US

Facebook has ranked as the third most popular video site in the U.S. with 51.4 million unique video viewers during the month of July, according to the latest report from comScore. Facebook ranked higher than Microsoft Sites with 49.5, Viacom with 47.3 and Yahoo! with 46.3 million unique viewers. The number one spot was again reserved for Google Sites with 158 million unique viewers, followed by Vevo with 62 million.

ComScore’s report showed that 180 million U.S. Internet users watched online video in July for an average of 18.5 hours per viewer. Total viewing sessions reached a record of 6.9 billion during the month and Google sites accounted for 40 percent or more than 3 billion. In terms of engagement Google took the first spot again with average user watching 5.9 hours of video content on its sites during July, followed by Hulu with 3.4 hours.

Even though Facebook climbed to the third place in terms of unique viewers, a few other companies had more viewing sessions and higher engagement than the popular social networking site. Facebook had 186.3 million viewing sessions averaging 17.9 minutes per viewer during the month, while fourth-ranked Microsoft had 219 million sessions lasting on an average 40 minutes. Yahoo! also had higher user engagement with viewing sessions on the site averaging 41 minutes.

For the first time comScore also provided YouTube Partner Reporting as a part of its Video Metrix report, providing insight into viewership across hundreds of YouTube partners and their channels. The research firm said that this new feature is “enabling advertisers to more-easily create and optimize campaigns across specific channels to reach desired target audiences.”

Among other interesting findings from the report is that US Internet users viewed more than 5.3 billion video ads during the month of July, with Hulu generating the highest number of video ad impressions at 963 million.

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