Over 81% of the US Viewed Online Video - November 2013

comScore, Inc. released data from the comScore Video Metrix service showing that 189.2 million Americans watched 47.1 billion online content videos in November, while the number of video ad views totaled 26.8 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 November with 163.5 million unique viewers. AOL, Inc. ranked #2 with 73 million viewers, followed by Facebook with 66.2 million, NDN with 51 million and Yahoo Sites with 45.8 million. More than 47.1 billion video content views occurred during the month, with Google Sites generating the highest number at 14.7 billion, followed by AOL, Inc. with 1.3 billion and Facebook with 1.2 billion. Google Sites had the highest average engagement among the top ten properties.

Top U.S. Online Video Content Properties Ranked by Unique Video Viewers 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	189,178	47,148,046	1,177.3
Google Sites	163,504	14,737,686	387.9
AOL, Inc.	73,022	1,339,830	70.2
Facebook	66,194	1,233,234	28.1
NDN	51,039	576,699	78.0
Yahoo Sites	45,833	343,751	62.0
VEVO	43,696	649,705	47.8
Amazon Sites	42,204	182,511	19.6
Microsoft Sites	40,264	653,773	41.1
Vimeo	35,087	132,145	29.1
Turner Digital	30,616	248,230	39.2

*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 nearly 26.8 billion video ads in November, with AOL, Inc. maintaining the #1 position with 4 billion ad impressions. Google Sites came in second with 3.6 billion ads, followed by LiveRail.com with 3.1 billion, BrightRoll Platform with 2.7 billion and SpotXchange Video Ad Marketplace with 2.4 billion. Time spent watching video ads totaled 10.2 billion minutes, with AOL, Inc. delivering the highest duration of video ads at 1.8 billion minutes. Video ads reached 55.8 percent of the total U.S. population an average of 155 times during the month. Hulu delivered the highest frequency of video ads to its viewers with an average of 89.

Top U.S. Online Video Ad Properties Ranked by Video Ads* Viewed 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	26,757,722	10,234	154.6	55.8
AOL, Inc. (including Adap.tv)	3,999,297	1,815	24.7	52.2
Google Sites	3,643,330	365	31.7	37.0
LIVERAIL.COM†	3,054,165	1,287	19.0	51.8
BrightRoll Platform**†	2,683,286	1,268	15.9	54.4
SpotXchange Video Ad Marketplace†	2,377,879	804	18.9	40.7
Specific Media**	2,179,024	882	13.7	51.3
TubeMogul Video Ad Platform†	2,094,286	642	17.5	38.5
Hulu	1,419,197	572	88.7	5.2
Tremor Video**	1,133,362	526	10.8	33.7
Videology†	784,752	354	8.4	30.2

*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 November 2013 YouTube partner data revealed that video music channel VEVO maintained the top position in the ranking with 42.6 million viewers. Fullscreen held onto the #2 spot with 30.5 million unique viewers, followed by Maker Studios Inc. with 27.4 million, Warner Music with 25.3 million, and ZEFR with 23.4 million. Among the top 10 YouTube partners, Maker Studios Inc. demonstrated the highest engagement (71 minutes per viewer), followed by VEVO (48 minutes per viewer). VEVO streamed the greatest number of videos (639 million), followed by Maker Studios Inc. (527 million).

Top YouTube Partner Channels Ranked by Unique Video Viewers 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	42,621	638,583	48.0
Fullscreen @ YouTube	30,509	354,729	37.7
Maker Studios Inc. @ YouTube	27,384	526,502	71.4
Warner Music @ YouTube	25,273	157,061	18.5
ZEFR @ YouTube	23,371	112,745	13.3
warnerbros vfp @ YouTube	20,824	64,893	5.4
The Orchard @ YouTube	19,874	82,318	11.4
rumblefish @ YouTube	18,517	47,816	6.9
UMG @ YouTube	18,102	68,245	10.4
Disney Online @ YouTube	15,913	65,344	5.2

Other findings include:

• 87.1 percent of the U.S. Internet audience viewed online video.
• The duration of the average online content video was 4.7 minutes, while the average online video ad was 0.4 minutes.
• Video ads accounted for 36.2 percent of all videos viewed and 4.4 percent of all minutes spent viewing video online.

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