The largest US audience ever recorded watched videos online during July, according to a new study.

Findings from comScore’s Video Metrix service revealed that 158 million surfers logged on to watch video of some description – an indication to those involved in online marketing services that they may benefit from incorporating them into their advertising campaigns.

Google proved to be the most popular destination for sourcing online film, constituting 42 per cent of all internet viewings. Viacom followed with 3.8 per cent and Microsoft came in third with 3.0 per cent.

The study also showed that the typical online video user spent 8.3 hours watching clips, with the average length of video being 3.7 minutes.

A recent survey by Pew Research Center’s Internet & American Life Project indicated that using video could help websites, as audience figures had increased since 2006, with 62 per cent of respondents stating they used sites such as YouTube and Google Video.

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