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Google Still Leads in Video Audience

Google Inc. (NASDAQ: GOOGL) is by far the Internet’s largest search engine, and its various websites, including YouTube, continue to attract the largest audience for viewing online video on a desktop personal computer (PC), either at work or at home. In the month of July, Google-delivered videos drew a total of 169.22 million unique desktop PC viewers in the United States. The total number of unique viewers in the country reached 192.11 million. Almost 60% of the entire U.S. population of around 320 million watched an online video last month, and more than half (52.8%) watched a video streamed by Google.

The remaining sites in the online video viewer rankings, according to comScore, are:

2. Facebook Inc. (NASDAQ: FB) with 89.36 million unique viewers
3. Yahoo! Inc. (NASDAQ: YHOO) sites, 47.17 million
4. VEVO, 39.22 million
5. Maker Studios from Walt Disney Co. (NYSE: DIS), 39.17 million
6. AnyClip Media, 38.46 million
7. Vimeo from IAC/Interactive Corp. (NASDAQ: IACI), 38.15 million
8. Engage:BDR, 37.02 million
9. Fullscreen, 34.06 million
10. Comcast Corp. (NYSE: CMCSA), 33.12 million

comScore also measures advertising reach; that is, the percentage of the U.S. population that is served an ad by a given advertising platform. Google again leads with a reach of 31.7% of the U.S. population. Of the other nine ad platforms, AOL, now owned by Verizon Communications Inc. (NYSE: VZ), reaches 25.9% of the U.S. population.

Google is responding to demand for new advertising products by developing new products that will have the ability to show promoted video ads in search results. Video ads dominate in the mobile space, and on Facebook and Google’s YouTube. An analyst for Forrester told WARC that if promoted video ads in search worked, “it would be a gusher of money for Google.”

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By Paul Ausick