39.3 Billion Online Videos Watched in March 2013 [report]

comScore, Inc. today released data from the comScore Video Metrix service showing that 182.5 million Americans watched 39.3 billion online content videos in March, while the number of video ad views reached an all-time high at 13.2 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 March with 153.9 million unique viewers, followed by Facebook with 63.8 million, VEVO with 52 million, Yahoo! Sites with 50.3 million and Viacom Digital with 43.8 million. More than 39 billion video content views occurred during the month, with Google Sites generating the highest number at 12.8 billion and Facebook reaching an all-time high for the second consecutive month with nearly 706 million. Google Sites had the highest average engagement among the top ten properties.

Top U.S. Online Video Content Properties Ranked by Unique Video Viewers - March 2013 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	182,497	39,307,991	1,202.6
Google Sites	153,924	12,777,222	397.1
Facebook	63,821	705,602	25.0
VEVO	51,986	585,213	36.8
Yahoo! Sites	50,303	371,667	59.1
Viacom Digital	43,834	456,070	43.0
NDN	43,181	510,518	85.4
AOL, Inc.	40,515	724,365	59.4
Amazon Sites	37,155	133,384	16.0
Microsoft Sites	35,168	465,884	42.3
Turner Digital	32,392	275,692	48.2

*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 a record 13.2 billion video ads in March, with Google Sites ranking first with 2.3 billion ads. BrightRoll Platform came in second with 2.2 billion, followed by Adap.tv with 1.8 billion, LiveRail.com with 1.6 billion and Hulu with 1.6 billion. Time spent watching video ads totaled 5 billion minutes, with BrightRoll Platform delivering the highest duration of video ads at 1.2 billion minutes. Video ads reached 52 percent of the total U.S. population an average of 82 times during the month. Hulu delivered the highest Frequency of video ads to its viewers with an average of 66.

Top U.S. Online Video Ad Properties Ranked by Video Ads* Viewed - March 2013 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	13,184,801	5,036	82.1	52.0
Google Sites	2,317,900	197	23.2	32.3
BrightRoll Platform**	2,238,212	1,151	14.4	50.4
Adap.tv†	1,782,583	802	14.1	41.0
LiveRail.com†	1,616,840	589	19.9	26.3
Hulu	1,590,257	612	65.6	7.9
Specific Media**	1,294,701	495	11.4	36.8
Tremor Video**	857,251	424	10.3	26.9
Auditude, Inc.**	846,159	186	14.0	19.6
TubeMogul Video Ad Platform†	833,264	270	10.0	27.0
CBS Interactive	633,260	260	20.7	9.9

*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/DSP/SSP

Top 10 YouTube Partner Channels by Unique Viewers

The March 2013 YouTube partner data revealed that video music channel VEVO maintained the top position in the ranking with 50.8 million viewers. Fullscreen held on to the #2 position with 40.1 million viewers, followed by Maker Studios Inc. with 33 million, Warner Music with 32.5 million and ZEFR (formerly MovieClips) with 26.5 million. Among the top 10 YouTube partners, Machinima demonstrated the highest engagement (61 minutes per viewer), followed by Maker Studios Inc. (47 minutes per viewer). VEVO streamed the greatest number of videos (558 million), followed by Maker Studios Inc. (442 million).

Top YouTube Partner Channels* Ranked by Unique Video Viewers - March 2013 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	50,756	558,104	35.6
Fullscreen @ YouTube	40,105	298,716	22.8
Maker Studios Inc. @ YouTube	32,994	442,175	47.2
Warner Music @ Youtube	32,463	184,710	18.2
ZEFR @ YouTube	26,492	117,654	12.6
Machinima @ YouTube	24,438	438,286	61.2
IODA @ YouTube	23,369	89,310	10.5
NBC Entertainment @ YouTube	21,856	72,912	4.8
UMG @ YouTube	21,163	75,560	9.8
BroadbandTV @ YouTube	18,395	113,334	19.2

*YouTube Partner Reporting, beginning last month with January 2013 data, gives credit to YouTube Partners for views of their single-claimed user-generated content.

Other notable findings from March 2013 include:

• 84.5 percent of the U.S. Internet audience viewed online video.
• The duration of the average online content video was 5.6 minutes, while the average online video ad was 0.4 minutes.
• Video ads accounted for 25.1 percent of all videos viewed and 2.2 percent of all minutes spent viewing video online.

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Digital Video on The Rise [Report]

The Adobe Digital Index team looked at 19.6 billion video starts on media websites to confirm the growth of broadcast video consumption across connected devices. But the useful insights don’t stop there. See the latest trends in device use, ad placement, and more. U.S. Digital Video Benchmark Report.

CONSUMPTION OF ENCRYPTED CONTENT IS SURGING
TV Every­where video con­tent, which grants access to encrypted con­tent through sub­scriber authen­ti­ca­tion, has grown over 12x year-over-year (YoY) in 2012. The hockey stick growth curve is due par­tially to major sport­ing events and par­tially to the increased adop­tion by afflu­ent, tech savvy tablet device users. Mobile view­er­ship accounts for over 70% of the TV Every­where views.



How­ever, the most engaged view­ers come from the small por­tion of those access­ing the con­tent via Xbox game con­sole, aver­ag­ing over 14 plays per unique vis­i­tor.  Apple users, which are largely made up of iPads, are also highly engaged with 14 plays per unique visitor.

TABLET ACCESS DRIVES GROWTH
Online dig­i­tal video con­tent con­sump­tion has also ramped up in 2012, grow­ing at a rate of 30% YoY.  Like TV Every­where, online video con­sump­tion growth is related to mobile devices. Online video starts, defined as the ini­tial access of any video, have grown 360% for tablets and 300% for mobile phones in 2012.



WILL DIGITAL VIDEO REPLACE OR AUGMENT TRADITIONAL TELEVISION?
Although the growth trends are very strong, they do not imply that view­ers are throw­ing out their tele­vi­sion and mov­ing exclu­sively to dig­i­tal video con­sump­tion.  In fact, most con­tent con­sump­tion pat­terns indi­cate that dig­i­tal and pre­mium video con­tent con­sump­tion aug­ments rather than replaces tra­di­tional ways of watch­ing TV.  How­ever, the col­li­sion of mobile pen­e­tra­tion, high speed data avail­abil­ity and usage pat­terns of dig­i­tal video con­tent demon­strates that con­sumers will be demand­ing that broad­cast­ers pro­vide addi­tional lev­els of access to their con­tent in the future. We expect these shifts to have pro­found impact on the future of the media business.

• For adver­tis­ers, tar­geted ad con­tent will become more of a real­ity with large TV pro­gram­mers begin­ning to latch onto the mul­ti­ple dig­i­tal video dis­tri­b­u­tion meth­ods. With mobile devices con­tin­u­ing to shape the way con­sumers respond to media con­tent, the data shows that mul­ti­ple forms of dig­i­tal video access are here to stay and mobile con­tin­ues to be a viable medium for TV and sports related video content.
• For broad­cast­ers, new plat­forms are pro­vid­ing incre­men­tal value and tar­get­ing capa­bil­i­ties. Early adopters of dig­i­tal video are afflu­ent, engaged, multi-device con­sumer which should spur adver­tis­ers to pay extra to gain access to this crowd. With strictly online media com­pa­nies pro­duc­ing unique con­tent, it may only be a mat­ter of time before all TV pub­lish­ers are want­ing to make more con­tent read­ily avail­able because it is the most ben­e­fi­cial for them and the consumer.
• For con­sumers, dig­i­tal video leads us to an entirely dif­fer­ent way to con­sume con­tent, where we pay one time for dig­i­tal access to con­tent and are then able to gain access on a vari­ety of dif­fer­ent tech­nol­ogy plat­forms. Chal­lenges still remain before TV Every­where is really every­where, with the major­ity of con­sumers decid­ing to remain with stan­dard TV for broad­cast con­tent. How­ever, the future is bright for tech­nol­ogy already adopted by many large TV and sports broad­cast­ers as a valu­able way to reach a grow­ing mobile con­sumer base with valu­able video content.

Mar­ket­ing prac­ti­tioner and media exec­u­tives will want to ask them­selves if they are uti­liz­ing these chan­nels well enough yet. -Tamara Gaffney, Adobe, @tamarag

Ani­mated info­graphic.

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Trusted by Disney, Warner Bros, NBC, Paramount, CBS and ABC.
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