36.9 Billion Online Videos Watched July 2012

More than 184 million U.S. Internet users watched 36.9 billion online content videos in July, while video ad views totaled 9.6 billion.

Top 10 Video Content Properties by Unique Viewers
Google Sites, driven primarily by video viewing at YouTube.com, ranked as the top online video content property in July with 157 million unique viewers, followed by Facebook.com with 53 million, Yahoo! Sites with 48.7 million, VEVO with 44.8 million and Microsoft Sites with 42.7 million. Nearly 36.9 billion video content views occurred during the month, with Google Sites generating the highest number at 19.6 billion, followed by AOL, Inc. with 665 million. Google Sites had the highest average engagement among the top ten properties.

Top U.S. Online Video Content Properties by Unique Video Viewers July 2012 Total U.S. – Home and Work Locations Content Videos Only (Ad Videos Not Included)
Property	Total Unique Viewers (000)	Videos (000)*	Minutes per Viewer
Total Internet : Total Audience	184,182	36,877,798	1,336.8
Google Sites	156,999	19,586,510	525.0
Facebook.com	53,045	327,801	21.7
Yahoo! Sites	48,693	625,077	70.4
VEVO	44,844	597,107	46.1
Microsoft Sites	42,677	483,280	43.9
AOL, Inc.	39,774	664,568	69.7
Viacom Digital	37,029	420,762	51.3
NDN	35,129	391,699	89.7
Amazon Sites	28,480	99,163	21.2
Turner Digital	24,611	244,887	40.4

*A video is defined as any streamed segment of audiovisual content, including both progressive downloads and live streams. For long-form, segmented content, (e.g. television episodes with ad pods in the middle) each segment of the content is counted as a distinct video stream.Video views are inclusive of both user-initiated and auto-played videos that are viewed for longer than 3 seconds.
Top 10 Video Ad Properties by Video Ads Viewed
Americans viewed 9.6 billion video ads in July, with each of the top 4 video ad properties delivering more than 1-billion video ads. Google Sites ranked first with 1.5 billion ads, followed by Hulu with 1.2 billion, Adap.tv with 1.1 billion, SpotXchange Video Ad Marketplace with 1 billion and TubeMogul Video Ad Platform with 830 million. Time spent watching video ads totaled 3.9 billion minutes, with Adap.tv delivering the highest duration of video ads at 627 million minutes. Video ads reached 52 percent of the total U.S. population an average of 61 times during the month. Hulu delivered the highest frequency of video ads to its viewers with an average of 46, while ESPN delivered an average of 26 ads per viewer.

Top U.S. Online Video Ad Properties by Video Ads* Viewed July 2012 Total U.S. – Home and Work Locations Ad Videos Only (Content Videos Not Included)
Property	Video Ads (000)	Total Ad Minutes (MM)	Frequency (Ads per Viewer)	% Reach Total U.S. Population
Total Internet : Total Audience	9,607,191	3,902	60.7	51.6
Google Sites	1,521,328	166	19.8	25.0
Hulu	1,221,599	521	46.4	8.6
Adap.tv†	1,132,977	627	18.2	20.3
SpotXchange Video Ad Marketplace†	1,050,727	547	23.8	14.4
TubeMogul Video Ad Platform**	830,406	275	14.3	18.9
Tremor Video**	701,176	368	14.2	16.1
Specific Media**	694,487	321	7.5	30.3
Auditude, Inc.**	677,243	230	13.6	16.3
ESPN	454,946	159	26.1	5.7
AOL, Inc.	383,675	193	10.3	12.2

Note: In July 2012 U.S. Video Metrix data, the BrightRoll Video Network property had an implementation error with its video tags, and so its data has not been included in this press release.

*Video ads include streaming-video advertising only and do not include other types of video monetization, such as overlays, branded players, matching banner ads, etc.
**Indicates video ad network
†Indicates video ad exchange
Top 10 YouTube Partner Channels by Unique Viewers
The July 2012 YouTube partner data revealed that video music channel VEVO (43.9 million viewers) maintained the top position in the ranking. Gaming channel Machinima captured the #2 spot for the first time in July with 25.3 million viewers, followed by Warner Music with 24.9 million and Maker Studios with 20.4 million. Among the top 10 YouTube partners, Machinima demonstrated the highest engagement (83 minutes per viewer) followed by Maker Studios (45 minutes per viewer). VEVO streamed the greatest number of videos (571 million), followed by Machinima (564 million).

Top YouTube Partner Channels* by Unique Video Viewers July 2012 Total U.S. – Home and Work Locations Content Videos Only (Ad Videos Not Included)
Property	Total Unique Viewers (000)	Videos (000)	Minutes per Viewer
VEVO @ YouTube	43,861	570,569	44.7
Machinima @ YouTube	25,311	563,860	83.3
Warner Music @ Youtube	24,945	151,088	19.7
Maker Studios @ YouTube	20,404	255,433	45.4
FullScreen @ YouTube	17,323	102,149	19.2
BroadbandTV @ YouTube	9,814	55,985	17.0
Alloy @ YouTube	7,693	41,511	18.9
Big Frame @ YouTube	7,403	43,342	18.0
MOVIECLIPS @ YouTube	7,239	19,230	7.0
IGN @ YouTube	6,694	36,704	17.9

*YouTube Partner Reporting based on online video content viewing and does not include claimed user-generated content
Other findings from July 2012 include:

• 85.5 percent of the U.S. Internet audience viewed online video.
• The duration of the average online content video was 6.7 minutes, while the average online video ad was 0.4 minutes.
• Video ads accounted for 20.7 percent of all videos viewed and 1.6 percent of all minutes spent viewing video online.-comScore

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