comScore Says 105 million Americans Now Watch Videos Online Every Day

Nearly one in three Americans watches online videos daily. That’s according to the latest comScore report, which shows that Americans streamed 43.5 billion videos in December 2011. That figure represents a 44% increase year-over-year.

comScore’s 2012 US Digital Future In Focus report indicates that 105.1 million Americans watch videos online every day, which is substantially more than the 73.7 million online video watchers documented in 2010.

YouTube, not surprisingly, remains the driving force behind the popularity of online video consumption.

Other notable finds from the comScore study include:

  • The average length of videos watched has increased from 5 minutes to 5.8 minutes.
  • The average viewer consumes 239 videos on a monthly basis.
  • A staggering 4.8 trillion display ad impressions were delivered across the U.S. web in 2011 as brand advertisers continued to shift dollars to the digital medium.

“2012 promises to be an exciting year for the digital media industry as the explosion of available content and proliferation of web-enabled devices drive the evolution of the digital consumer, creating new opportunities and challenges for the entire digital ecosystem,” said Linda Abraham, comScore CMO and EVP of Global Product Development. “In order to be successful in this new paradigm, digital marketers must understand the key trends shaping the current marketplace and what that means for the future of their businesses.”