July 2013 U.S. Online Video Rankings - Over 19 Billion Ad Impressions [comScore]

comScore Video Metrix service released data showing that 187 million Americans watched more than 48 billion online content videos in July, while the number of video ad views totaled 19.6 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 167.9 million unique viewers (up 6 percent since June), followed by Facebook with 61.3 million, AOL, Inc. with 57.9 million, VEVO with 49.6 million and Microsoft Sites with 49.6 million. More than 48 billion video content views occurred during the month, with Google Sites generating the highest number at nearly 17.7 billion, followed by AOL, Inc. with 793 million and Facebook with 741 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 July 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	187,430	48,466,326	1,353.8
Google Sites	167,894	17,717,106	544.0
Facebook	61,320	741,336	21.6
AOL, Inc.	57,857	792,719	50.1
VEVO	49,635	613,794	42.1
Microsoft Sites	49,610	668,442	34.0
NDN	49,142	560,024	92.3
Yahoo! Sites	42,043	324,436	76.7
Viacom Digital	39,721	446,401	48.1
Amazon Sites	37,990	146,291	26.0
Turner Digital	30,627	254,803	38.5

*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 19.6 billion video ads in July, with Google Sites ranking #1 with 3.4 billion ad impressions. BrightRoll Platform came in second with 2.1 billion ads, followed by Adap.tv with 2.1 billion, LiveRail.com with 1.8 billion and Specific Media with 1.4 billion. Time spent watching video ads totaled 7.4 billion minutes, with BrightRoll Platform and Adap.tv delivering the highest duration of video ads at 1 billion minutes each. Video ads reached 55 percent of the total U.S. population an average of 114 times during the month. Hulu delivered the highest frequency of video ads to its viewers with an average of 69.

Top U.S. Online Video Ad Properties Ranked by Video Ads* Viewed July 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	19,600,333	7,428	114.3	55.4
Google Sites	3,395,788	319	29.8	36.8
BrightRoll Platform**†	2,115,799	1,032	12.8	53.6
ADAP.TV†	2,092,012	1,012	17.0	39.7
LIVERAIL.COM†	1,827,670	618	25.7	23.0
Specific Media**	1,395,294	537	13.4	33.6
TubeMogul Video Ad Platform†	1,280,360	393	14.6	28.4
Hulu	1,161,485	447	69.2	5.4
Tremor Video**	751,397	364	11.5	21.0
NDN	725,758	199	16.1	14.6
Videology†	624,326	230	9.0	22.4

*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 July 2013 YouTube partner data revealed that video music channel VEVO maintained the top position in the ranking with 47.6 million viewers. Fullscreen held on to the #2 position with 34.5 million viewers, followed by Maker Studios Inc. with 28.6 million, Warner Music with 27.6 million and ZEFR (formerly MovieClips) with 26.5 million. Among the top 10 YouTube partners, Machinima demonstrated the highest engagement (76 minutes per viewer), followed by Maker Studios Inc. (92 minutes per viewer). VEVO streamed the greatest number of videos (582 million), followed by Maker Studios Inc. (531 million).

Top YouTube Partner Channels* Ranked by Unique Video Viewers July 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	47,635	581,895	40.6
Fullscreen @ YouTube	34,465	353,275	32.7
Maker Studios Inc. @ YouTube	28,594	530,738	69.6
Warner Music @ YouTube	27,648	164,463	19.1
ZEFR @ YouTube	26,473	136,972	14.3
The Orchard @ YouTube	22,129	86,843	11.4
Machinima @ YouTube	18,177	417,479	91.8
UMG @ YouTube	16,948	56,890	9.6
BroadbandTV @ YouTube	16,033	136,400	28.1
SonyBMG @ YouTube	13,987	39,669	8.3

Other findings from July 2013 include:

• 86.6 percent of the U.S. Internet audience viewed online video.
• The duration of the average online content video was 5.2 minutes, while the average online video ad was 0.4 minutes.
• Video ads accounted for 28.8 percent of all videos viewed and 2.8 percent of all minutes spent viewing video online.
  

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