Sunday, January 12, 2014

Online Videos Exceed 50 Billion Monthly Views for First Time on Record

comScore, Inc. released data from the comScore Video Metrix service showing that 188.2 million Americans watched 52.4 billion online content videos in December, while the number of video ad views totaled 35.2 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 December with 159.1 million unique viewers. Facebook ranked #2 with 79.1 million viewers, followed by AOL, Inc. with 76.2 million, Yahoo sites with 53.5 million and NDN with 49.4 million. Nearly 52.4 billion video content views occurred during the month, with Google Sites generating the highest number at 13.4 billion, followed by Facebook with 3.7 billion and AOL, Inc. with 1.4 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 December 2013
Total U.S. - Home and Work Locations
Content Videos Only (Ad Videos Not Included)
Propert
Total Unique 
Viewers (000)
Videos 
(000)*
Minutes 
per Viewer
Total Internet : Total Audience 
188,249
52,374,583
1,164.5
Google Sites
159,090
13,384,434
356.7
Facebook**
79,105
3,749,940
50.1
AOL, Inc.
76,178
1,414,138
60.4
Yahoo Sites
53,499
392,542
47.8
NDN
49,388
530,275
71.2
Amazon Sites
44,626
215,795
17.1
VEVO
39,424
632,788
51.0
Microsoft Sites
36,662
609,765
36.9
Vimeo
32,932
142,426
32.3
Turner Digital
29,008
221,105
39.0
*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.
**Facebook's December 2013 online video viewership, particularly the number of video views, is substantially higher than prior months due to both organic and inorganic factors. The largest (and inorganic) source of increase is the recent inclusion, following a technical validation effort, of a significant volume of short (typically 6-second) Vine videos that have been uploaded to Facebook. The other, and currently less significant, factor is the limited roll-out in December of auto-play videos in the Facebook News Feed.

Top 10 Video Ad Properties by Video Ads Viewed
Americans viewed nearly 35.2 billion video ads in December, with AOL, Inc. maintaining the #1 position with 4.3 billion ad impressions. LiveRail.com came in second with 3.6 billion ads, followed by Google Sites also with 3.6 billion, SpotXchange Video Ad Marketplace with 2.9 billion and TubeMogul Video Ad Platform with 2.5 billion. Time spent watching video ads totaled 13.2 billion minutes, with AOL, Inc. delivering the highest duration of video ads at nearly 1.9 billion minutes. Video ads reached 55.6 percent of the total U.S. population an average of 204 times during the month. Hulu delivered the highest frequency of video ads to its viewers with an average of 82.

Top U.S. Online Video Ad Properties Ranked by Video Ads* Viewed December 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 
35,235,361
13,235
204.1
55.6
AOL, Inc. (including Adap.tv)
4,326,305
1,850
26.9
51.9
LiveRail.com†
3,566,607
1,506
23.4
49.2
Google Sites
3,564,204
353
32.3
35.6
SpotXchange Video Ad Marketplace†
2,895,520
975
24.5
38.0
TubeMogul Video Ad Platform†
2,467,934
802
21.3
37.3
BrightRoll Platform**†
2,451,140
1,148
14.8
53.3
Specific Media**
2,185,660
859
13.8
51.2
Hulu
1,388,482
551
82.3
5.4
Tremor Video**
1,209,948
537
11.7
33.3
Videology†
991,078
445
10.5
30.4
*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 December 2013 YouTube partner data revealed that video music channel VEVO maintained the top position in the ranking with 38.5 million viewers. Fullscreen held onto the #2 spot with 27.3 million unique viewers, followed by ZEFR with 26.6 million, Maker Studios Inc. with 24.7 million, and Warner Music with 22.7 million. Among the top 10 YouTube partners, Maker Studios Inc. demonstrated the highest engagement (72 minutes per viewer), followed by VEVO (51 minutes per viewer). VEVO streamed the greatest number of videos (622 million), followed by Maker Studios Inc. (523 million).

Top YouTube Partner Channels Ranked by Unique Video Viewers December 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
38,460
622,057
51.1
Fullscreen @ YouTube
27,346
358,267
40.9
ZEFR @ YouTube
26,598
143,042
14.9
Maker Studios Inc. @ YouTube
24,726
522,869
72.2
Warner Music @ YouTube
22,672
151,209
19.1
warnerbros vfp @ YouTube
20,032
61,301
5.3
The Orchard @ YouTube
18,987
78,701
11.8
google @ YouTube
17,965
47,075
4.6
rumblefish @ YouTube
17,396
45,932
7.4
UMG @ YouTube
16,295
66,580
11.0

Other findings from December 2013:
  • 86.9 percent of the U.S. Internet audience viewed online video.
  • The duration of the average online content video was 4.2 minutes, while the average online video ad was 0.4 minutes.
  • Video ads accounted for 40.2 percent of all videos viewed and 5.7 percent of all minutes spent viewing video online.

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1 comment:

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