Facebook became the third largest provider of online video content in the US during July, according to the latest figures from comScore.

The social network attracted 46 million unique viewers of web-based clips during the month, the site said.

Yahoo! sites were in second with 55.1 million viewers, but Google sites remained the dominant force in the market, mainly thanks to YouTube. Around 143.2 million internet users watched online videos on domains owned by the search engine.

Overall, 178 million US internet users watched web-based clips during the month.

In terms of online marketing services, Americans viewed almost 3.6 billion video ads.

TV catch-up service Hulu generated the highest number of video ad impressions at 783 million, followed by the Tremor Media Video Network (452 million), the BrightRoll Video Network (248 million) and Microsoft sites (232 million).

A recent survey of marketers by BrightRoll found that 56 per cent rated online video as the most effective advertising channel on the internet. 

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