Digital metrics company comScore has released its rankings of October's top ten video content destinations, ad servers, and YouTube partners, parsing the viewing habits of 189 million Americans, representing 87% of the American internet audience, and who watched 49.1 billion videos with 24.5 billion advertisements via those videos. People spent an average of 1,330 viewing minutes per user, with advertisements representing one-third of all videos viewed -- but only 3.5% of total engaged minutes counted.
A study from Pew Research Center released earlier this month showed that music video viewership has increased dramatically over the last four years, with 50% of respondents saying they had watched a music video online, up from 32% in 2009.
(Note that comScore counts each segment of a video as a stream, meaning that if what you're watching is paused for an ad, when it resumes a new stream begins. As well, video views are counted whether auto-played or user-initiated, as long as they are played for three seconds or longer.)