comScore Releases August 2013 US Online Video Rankings

AOL Climbs into Second Place in Online Video Content Ranking with 71 Million Viewers

comScore, Inc. today released data from the comScore Video Metrix service showing that 188.5 million Americans watched 46.7 billion online content videos in August, while the number of video ad views totaled 22.8 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 August with 167 million unique viewers. AOL captured the #2 spot with 71.2 million, followed by Facebook with 62.2 million, NDN with 50.7 million and VEVO with 49.4 million. 46.7 billion video content views occurred during the month, with Google Sites generating the highest number at 17.4 billion, followed by AOL, Inc. with 992 million and Facebook with 803 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 August 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	188,499	46,746,596	1,294.3
Google Sites	166,966	17,437,897	521.6
AOL, Inc.	71,202	991,800	56.8
Facebook	62,183	803,148	21.6
NDN	50,650	569,815	92.0
VEVO	49,371	609,833	42.3
Microsoft Sites	48,894	689,704	33.0
Yahoo! Sites	45,049	368,975	79.2
Viacom Digital	44,434	452,938	45.2
Amazon Sites	34,499	133,380	22.5
Collective Video	31,857	149,318	29.1

*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 nearly 22.8 billion video ads in August, with Google Sites ranking #1 with 3.2 billion ad impressions. Adap.tv came in second with more than 2.4 billion ads, followed by BrightRoll Platform with 2.4 billion and LiveRail.com with 2.2 billion. Time spent watching video ads totaled 8.5 billion minutes, with BrightRoll Platform and Adap.tv delivering the highest duration of video ads at 1.1 billion minutes each. Video ads reached 56 percent of the total U.S. population an average of 132 times during the month. Hulu delivered the highest frequency of video ads to its viewers with an average of 71.

Top U.S. Online Video Ad Properties Ranked by Video Ads* Viewed August 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	22,755,256	8,518	132.3	55.6
Google Sites	3,171,612	301	28.5	35.9
ADAP.TV†	2,448,969	1,126	18.0	44.0
BrightRoll Platform**†	2,392,855	1,103	14.4	53.7
LIVERAIL.COM†	2,203,060	859	28.4	25.1
Specific Media**	1,665,541	645	13.0	41.2
SpotXchange Video Ad Marketplace†	1,249,149	467	14.4	28.1
Hulu	1,247,868	475	71.4	5.6
TubeMogul Video Ad Platform†	1,148,595	380	15.0	24.7
Tremor Video**	846,112	390	13.2	20.7
Videology†	751,183	291	9.8	24.8

*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 August 2013 YouTube partner data revealed that video music channel VEVO maintained the top position in the ranking with 47.8 million viewers. Fullscreen held on to the #2 position with 34.5 million viewers, followed by Maker Studios Inc. with 29.6 million, Warner Music with 26.9 million and ZEFR (formerly MovieClips) with 24.9 million. Among the top 10 YouTube partners, Machinima demonstrated the highest engagement (91 minutes per viewer), followed by Maker Studios Inc. (65 minutes per viewer). VEVO streamed the greatest number of videos (580 million), followed by Maker Studios Inc. (521 million).

Top YouTube Partner Channels* Ranked by Unique Video Viewers August 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	47,764	580,437	40.8
Fullscreen @ YouTube	34,541	361,302	32.7
Maker Studios Inc. @ YouTube	29,573	521,066	65.1
Warner Music @ YouTube	26,921	159,047	19.2
ZEFR @ YouTube	24,893	126,822	13.8
The Orchard @ YouTube	21,197	87,548	12.1
Blizzard @ YouTube	18,261	43,062	4.1
rumblefish @ YouTube	17,784	44,429	7.0
Machinima @ YouTube	17,050	391,755	90.9
UMG @ YouTube	16,311	55,998	10.5

Other notable findings from August 2013 include:

• 87 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 32.7 percent of all videos viewed and 3.4 percent of all minutes spent viewing video online.
  

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