comScore, Inc. released the comScore Video Metrix data 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) | |||
| Property | 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 |
**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 |
**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 notable findings from December 2013 include:
- 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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