Applications
Online video advertising is gaining popularity in US: comScore
MUMBAI: The comScore online video rankings have shown that while the number of content pieces watched online has dipped but online video advertising is getting popular.
The monthly ranking of the online video market showed that 188.5 million Americans watched 46.7 billion online content videos which attracted 22.8 billion video ad views. This compared with 187 million viewers consuming more than 48 billion online content videos with 19.6 billion video ad views.
As ever YouTube-driven Google sites dominated, boasting the highest average engagement among the top ten properties, taking 167 million unique viewers. The month’s big news in terms of properties though was AOL which captured the number two spot with 71.2 million views, up 57.9 million in July, displacing Facebook to third place with 62.2 million even though the social network added just under a million more viewers. Next was NDN with 50.7 million and VEVO with 49.4 million. August 2013 also saw 46.7 billion video content views with Google sites generating the highest number at 17.4 billion, followed by AOL with 992 million and Facebook with 803 million.
All of this content activity was the driver for an increasingly robust online video where 87 per cent of the US internet audience viewed online video for which the duration of the average online video ad was 0.4 minutes with the average online content video rolling in at 5.2 minutes. Video ads accounted for a third of all videos viewed and 3.4 per cent of all minutes spent viewing video online.
Google sites contributed 3.2 billion video ad impressions out of the total of 22.8 billion for the month. Adap.tv came in second with more than 2.4 billion ads, followed by BrightRoll Platform with 2.4 billion and LiveRail.com with 2.2 billion. Time spent watching video ads was 8.5 billion minutes, with BrightRoll Platform and Adap.tv delivering the highest duration of video ads at 1.1 billion minutes each. Video ads reached 56 per cent of the total US population an average of 132 times during the month. The recently enriched Hulu over-the-top (OTT) service delivered the highest frequency of video ads to its viewers with an average of 71.
Applications
Inshorts Group chief Deepit Purkayastha joins IAB video council for Southeast Asia and India
The co-founder and chief executive of the short-form content platform has been inducted into the IAB SEA+India Video Council, giving India a stronger voice in shaping digital video frameworks
NOIDA: India has long been the world’s most chaotic, multilingual and mobile-first digital market. Now, one of its most prominent short-video executives is getting a seat at the table where the rules are written.
Deepit Purkayastha, co-founder and chief executive of Inshorts Group, has been selected as a member of the IAB SEA+India Video Council for 2026. Run by the Interactive Advertising Bureau, the council brings together senior leaders from Southeast Asia and India to shape standards, best practices and measurement frameworks for the fast-evolving video and digital advertising ecosystem.
The timing is pointed. According to the IAMAI-Kantar Internet in India Report 2025, over 588 million Indians are now consuming short-video content, with growth increasingly driven by rural and non-metro audiences. India’s active internet user base has crossed 950 million, with 57 per cent of users now coming from rural markets. Yet the frameworks that govern how video consumption is measured and monetised were largely designed for single-language, Western markets and have struggled to keep pace with the scale, diversity and complexity of India’s digital landscape.
Purkayastha is no stranger to these debates. He already serves on the AI Council at Marketing and Media Alliance India and as co-chair of the Digital Entertainment Committee at the Internet and Mobile Association of India. His induction into the IAB SEA+India Video Council extends that influence into the global video standards arena.
Inshorts Group sits squarely at the intersection of these forces. Its flagship product, Inshorts, India’s highest-rated short news app, reaches 12 million active users with 60-word news summaries. Its sister platform, Public App, reaches 80 million monthly active users across more than 700 districts and 12 languages, serving communities that most global platforms barely register.
Purkayastha said the opportunity was about building something more representative. “India today sits at the centre of the global video ecosystem, but the frameworks that define how value is created and measured have not always kept pace with the realities of our market,” he said. “Being part of the IAB SEA+India Video Council is an opportunity to contribute to a more representative and future-ready approach, one that accounts for diversity in language, context, and user intent.”
As a council member, Purkayastha will contribute to shaping regional standards across video advertising, measurement and platform governance, with a focus on frameworks that are native to India’s multilingual, mobile-first ecosystem rather than imported from global benchmarks designed elsewhere.
For years, India has been content to play by rules written for other markets. Purkayastha’s induction is a signal that it is done waiting to be consulted and ready to start writing them.
