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 |
| 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
**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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