Analysts look at a comScore report and how it relates to Facebook Inc (NASDAQ:FB), noting that Facebook is succeeding with their video advertising despite some low-seeming numbers.

comScore data suggests that while the total minutes of content video consumption decreased by 3% in the US, Facebook Inc (NASDAQ:FB) actually saw a 79% increase in content video minutes, a positive indication of the success Facebook is having in video.

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comScore released the January 2014 Online Video Rankings for the U.S.

The table below shows the month-over-month comparisons (Jan vs. Dec) for content videos (advertisements not included). The key takeaway is that while the total minutes of content video consumption decreased by 3% in the US, Facebook actually saw a 79% increase in content video minutes, a positive indication of the success Facebook is having in video. Again, while these numbers do not include any advertising videos, the surge in video consumption on Facebook bodes well for the ongoing rollout of their video advertising product. This momentum could get a further boost in Feb from Facebook’s “Look Back” feature (customized 1 minute videos for everyone, highlighting their key shared moments on Facebook).