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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YouTube Analytics Adds Group Segmentation

Now you can add Groups which allow you to view aggregate data of the videos or channels in a group which can help you analyze performance in an organized way. For example, you can create groups based on a common topic or type of video as well as by geography or the recency of the upload. You can see groups data for all the reports available in YouTube Analytics.

A YouTube Analytics Group is a custom collection of up to 200 channels or videos which you can put together from all your video content.

Group types

The types of groups you can create depends on your set-up:
A channel owner can create video groups from claimed and uploaded video content.
A Multi-Channel-Network can also create channel groups from the channels managed.
You will see which groups are available to you in the groups editor.

Group visibility

In addition to the groups you create yourself, you can also browse the groups others who have access to your YouTube Analytics account have set up. You’ll be able to see data for all of these groups and have the ability to copy and edit others’ groups for further customization. Similarly, your groups will be visible to everyone who has access to the same YouTube or CMS account as you. Others are able to query data for your groups, but can only copy (not edit) your groups.

How to set up YouTube Analytics Groups and learn more.

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YouTube Expands Paid Channels To More Partners

YouTube is offering you more ways to monetize your content through paid channels, it's now available to *eligible partners in good standing with a channel that has least 10,000 existing subscribers. So far these are the countries where paid channels are available: U.S., UK, Canada, France, Spain, Australia, Brazil, Japan, Mexico, and South Korea, with more countries launching in coming months. If you’re interested in creating a paid channel and fit these requirements, visit your Account Features page to enable the feature.

All paid channels will continue to have a 14-day free trial, to give your potential viewers the opportunity to explore your content. Viewers can also now discover and subscribe to your channel from YouTube’s mobile website, and Google will keep adding more devices from which viewers can subscribe.

Creators will have to launch a new paid channel. You can't just start charging for your existing channel. And paid channels are still not available to everyone.

*Eligible partners are those that have a linked Google AdSense account and meet other criteria.

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40% of YouTube Traffic Now Comes From Mobile

It’s hard to get people to concentrate long on anything on their phones and tablets, yet YouTube seems to be the exception. The video service is quickly going mobile, with small screens making up 40% of its traffic now compared to 25% last year, Google said on its earnings call today. In 2011, just 6% of YouTube traffic came from mobile.

Google’s not the only one rapidly shifting a 1 billion+ user base to mobile.

To put its transition in perspective, Facebook said it had 819 million monthly mobile users (73%) out of its total 1.15 billion users in Q2 2013, up from 543 million (56%) of 955 million in Q2 2012, 325 million (43%) of 739 million in Q2 2011, and 155 million (32%) of 482 million in Q2 2010. Note these people used Facebook mobile at least once, but may also have used desktop. Facebook doesn’t share what total percentage of usage comes from mobile, but 41% of its ad revenue comes from phones and tablets, up from 30% in Q1 2013, 23% in Q4 2012, and 14% in Q3 2012.

YouTube has been investing in a great mobile experience for the web and Android for a long time, and more recently for iOS since it took control of the app back from Apple.

YouTube formed the mobile team in 2007 before there was much demand for mobile or revenue there. It transcoded all videos to be able to be served on mobile formats, and did a deal with Apple to get a YouTube app pre-installed on the iPhone.

The increasing importance of mobile to YouTube underlines the need for it to work things out with Microsoft and get a high-quality app released for Windows Phone. After months of back and forth, Microsoft launched a YouTube app it created, but it didn’t meet Google’s standards and was shut down. Earlier this month, a much-stripped-down YouTube “app” for Windows Phone was released that merely boots users to the m.youtube.com mobile site.

The latest YouTube mobile product news includes its plan to let users save and watch videos offline starting in November. Before that, it launched multi-tasking in its iOS and Android apps, allowing people to minimize videos but keep their audio playing while they search and browse for more content to watch. That’s especially helpful for people who use YouTube’s vast library of music videos as a music streaming service. These have all been well-received, and no competitors seem able to challenge YouTube’s reign as the home of user generated video.-TechCrunch

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How YouTube’s Offline Videos Will Work

YouTube is getting ready to make an important change, by letting people watch the site’s videos even when they’re not connected to the Internet.

Google announced the move in a blog post Tuesday night: You’ll need to use a YouTube mobile app to watch the videos, which will contain ads. You’ll have up to 48 hours to watch the stuff you take offline.

Here’s a bit more detail about Google’s plans, via a e-mail YouTube sent out to “partners” — YouTube uploaders it has a commercial relationship with.

Most of the new stuff here deals with the logistics of the online/offline transfer. It’s also worth noting that YouTube says this does not apply to the movies and TV shows it offers for rent and purchase.
Note that YouTube assumes that offline viewability will be the default state for its videos — if you don’t want your stuff watched this way, you need to tell them.

One other note: While YouTube doesn’t say anything here about music videos — perhaps YouTube’s single most popular genre — I would be surprised if the music industry has given YouTube the ability to let people download music clips for free. I’m reasonably sure that YouTube has the rights to offer those clips for offline play, but only via a subscription service. YouTube declined to discuss that one.

Here’s a truncated version of YouTube’s mass email:

Dear Partner,

We’re writing to let you know about a new functionality that is currently scheduled to launch in November that impacts your content. This functionality is part of ongoing updates to give users more opportunities to enjoy videos and channels on YouTube mobile. The functionality is launching with all partners enabled but if you wish, you can disable now. Below is more information on the functionality and directions for how to disable.

What’s happening

On the YouTube app, users will be able, through “add to device” functionality available on videos and playlists, to designate certain content that they can watch for a short period of time when an internet connection is unavailable. With this, if a user experiences a loss of connectivity, they will still be able to watch the videos that they’ve added to their device for a limited period of up to 48 hours. If the device is offline for more than 48 hours the content cannot be viewed offline until the device reconnects. Once connected, the offline window refreshes and the viewer is able to watch the content again.

How it works for viewers

From the watch page through the “add to device” functionality feature, viewers will be able to designate certain content that they can watch for a short period of time when they do not have connectivity. At the time when the user no longer has connectivity, they will be able to watch the videos and playlists they have added to their device by accessing the videos through an “on device” section of their guide.

How it works for partners: ads and viewcounts

Google in-stream ads will run in connection with the content, and views will be added to the total view count. Please note that other ad formats will not be supported, and, videos for rental or purchase will not be included in this functionality.

All content is enabled. But you can disable now

By default all of your content will be enabled for the functionality, but you can disable now before the functionality launches. You will be able to disable by: partner, and available before launch, by asset, video and country. When you disable at the content owner or partner level, we apply this policy across all your videos, regardless of whether they are enabled at the asset, video and country level. To ensure all your content is disabled, you should disable at the content owner or partner level.
-AllThingsD

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Online Video Ads Reached More Americans in July [report]

Online video ad views have been increasing at a torrid pace through the first half of this year. However, as was the case last year, the start of the summer seems to have leveled that growth off. During July, Americans watched 19.6 billion online video ads, representing a slight 2.4% dip from June’s record 20.1 billion views. While that’s much less of a slowdown as last year’s 12.7% drop-off in July, it does bring to an end 6 consecutive months of growth.

Despite the slowdown in ad views in July, they still totaled more than double the number from January (9.1 billion), underscoring just how quickly impressions have grown this year.

Interestingly, online video ad reach took a step forward in July, increasing to 55.4% of the US population from 53.6% in June. The slight decline in total online video ad views was entirely the result of a drop-off in ad frequency, with the average viewer seeing 114 ads during the month, compared to 121 in June.

Google remained the top online video ad property in July, serving almost 3.4 billion ads. BrightRoll moved into the second position (2.1 billion), followed by ADAP.TV (2.1 billion) and LiVERAIL (1.8 billion). It will be interesting to see how Facebook measures up with its video ads: it certainly has extensive reach.

For the month of July, Facebook was the second-largest online video content property by total unique viewers, boasting 61.3 million, according to comScore’s figures, relatively unchanged from June.

Google Sites again had the highest number of unique viewers (167.9 million), with AOL (#3; 57.9 million), VEVO (#4; 49.6 million), and Microsoft Sites (#5; 49.6 million) rounding out the top 5.

Overall, comScore’s data indicates that 86.6% of online Americans watched video content in July, with the total number of videos viewed climbing to 48.5 billion from 44 billion in June. The duration
of the average content video was 5.2 minutes, with the average online video ad lasting 24 seconds.

Other Findings:

• Among the top 10 video content properties, Google Sites generated the highest engagement, at an average of 544 minutes per viewer during the month. NDN was next at 92.3 minutes per viewer.
• The average online video viewer spent about 22.6 hours watching video content during the month.
• VEVO retained its top spot in the YouTube partner rankings, followed by FullScreen and Maker Studios.
  
  

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New YouTube Video Insights - August 2013

Check out the new quarterly report from YouTube Insights. Get the latest statistics, trends and insights on online video from across YouTube and Google. Stay up to date with how video can help you engage your audiences and achieve business impact.

YouTube Video Insights from Google

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Where Are Marketers Going To Increase Their Efforts? [study]

For the third consecutive year, YouTube is the channel where most marketers plan on increasing their social media efforts, according to survey results from Social Media Examiner’s latest annual “Social Media Marketing Report”. This year, 69% plan to increase their YouTube marketing efforts in the near future, while another 17% plan to maintain current levels, and just 13% don’t have any plans to utilize the platform. Last year, 76% planned to increase their YouTube efforts, against 33% who didn’t plan any such marketing activities, while the year before, 77% planned to increase their efforts versus 10% who had no YouTube marketing plans. But YouTube adoption has remained flat: it stood at 56% in 2011, 57% in 2012, and is once again at 56% this year.

Nevertheless, YouTube is one of the top 5 platforms in use this year, ahead of Google+ (42%) and Pinterest (41%), but remaining behind the ubiquitous Facebook (92%), as well as Twitter (80%), LinkedIn (70%), and blogging (70%).

After YouTube (and keeping in mind that expected activity doesn’t necessarily translate to real behavior), a significant proportion of marketers plan to increase their Facebook (66%), blogging (66%), LinkedIn (65%) and Twitter (64%) activities. Blogging and LinkedIn are particularly in favor among B2B respondents, with 71% and 78%, respectively, planning to increase their activities on these platforms.

Interestingly, the report notes that while only 5% of marketers are currently using podcasting, 24% plan to increase their efforts in this area this year.

The study also reveals some other interesting tidbits about which platforms are – and are not – in vogue among marketers:

• Use of social bookmarking sites has plummeted from 26% of respondents in 2011 to just 10% this year;
• Forums (24% in 2011; 16% this year) and geo-location services such as Foursquare (17% in 2011; 11% this year) are also in decline;
• Respondents with more than 5 years of experience are far more likely to use LinkedIn than the average respondent (92% vs. 70%);
• Marketers spending more than 40 hours a week on social media are more heavily focused on Pinterest, Google+, Instagram, and YouTube than those spending less than 6 hours a week on social media marketing;
• B2C marketers have adopted Facebook at a greater rate than B2B marketers, while the opposite is true when it comes to LinkedIn;
• Although Facebook is the most important social platform to a strong majority (67%) of B2C marketers, Facebook and LinkedIn are tied among B2B marketers, at 29% each;
• 67% of marketers plan to increase their Twitter activities, but that’s down from 69% last year and 73% in 2011;
• Younger marketers are much more likely to use photo sharing sites such as Instagram than their older counterparts; and
• 80% of marketers have no plans to daily deal sites, such as Groupon or LivingSocial, in the near future.

About the Data: The data is based on responses from 3,025 participants. 56% primarily target consumers and 44% businesses. 72% of respondents are aged 30-59, and females represented 62% of the survey sample. 57% are based in the US, with the UK (9%) the next-most heavily represented country.-MarketingCharts

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YouTube asks users to use real names

The online video service takes a swipe at nasty commentors and cleans up its image by encouraging users to use their real names and link to their Google+ profile.

A Google screenshot featuring Joey Samson, formerly known as joeysam87, showing how to change from an anonymous YouTube account to a Google+ account. (Credit: YouTube)

YouTube thinks that maybe all those cutepuppies99 and origamiboys1981 might be ready to grow up. Google's online video platform is now giving users the option to start using their real names on its service, along with hooking up their Google Plus profile up with their YouTube channel.

"One Google-wide identity was something that proved popular with new YouTube users when we began offering it in March, so we are now extending it to existing users," YouTube software engineer John Fisher wrote in a recent blog post.

Here's more on how it works:

If you are currently YouTube user joeysam87, you can now appear as Joey Samson, the full name from your Google+ profile (with an actual space in the middle!), along with any photo you uploaded.

Next step, your past activity. Maybe you posted a few things way back (all those "I love you Biebs!!" comments?) that you'd rather not associate with publicly. By clicking "Review my content," you can see every video, comment or playlist you've ever posted, and decide whether you want it associated with your full name before making the change.

This will give you more options for how your videos are seen and discovered on YouTube. However, we realize that using your full name isn't for everyone. Maybe people know you by your YouTube username. Perhaps you don't want your name publicly associated with your channel. To continue using your YouTube username, just click "I don't want to use my full name" when you see the prompt.

While YouTube is offering this added feature to its users, it also behooves the service to ask people to use their real names. This video platform is notorious for having anonymous commentors leave long chains of offensive comments. According to Wired, cleaning up its image would help the service in attracting more business owners, advertisers, and filmmakers.

The integration of Google+ and YouTube has been taking place over the last few months and while some users must appreciate it, others have gotten annoyed. In May, actor Wil Wheaton ranted about Google "forcing" its social network on everyone when he tried to like a video on YouTube and instead got a prompt to join Google+. His screed was re-blogged by more than 2,300 Tumblr users.

According to YouTube, if users opt to change their anonymous username to their real name, there will be additional venues to use their full name on other Google products and services in the future. "For many YouTube users with existing Google+ profiles, you'll start seeing this option the next time you upload or comment on YouTube," Fisher wrote. "For partners, brands and organizations, you won't see this just yet." Fisher also said that the feature is only available in the U.S. for now but will be coming out internationally shortly.-Dara Kerr, CNET

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Google+ Hangouts Get Closed Captioning, Transcripts

You can read a transcript of what’s going on in a Google+ Hangout in real-time — Closed Captioning, essentially — thanks to a new app released Thursday called Hangout Captions.
The app provides a transcript of a Hangout that can be read by those who are deaf or have trouble hearing, allowing them to participate in the conversation as well.

“By adding the +Hangout Captions app, you can either connect live text from a professional transcriptionist to your Hangout, or type right into a text box yourself to transcribe a Hangout for your friends,” Naomi Black, technical program manager for accessibility engineering wrote in a post on Google+.

“Right now, we only support professional transcription through StreamText and our ‘do-it-yourself’ Basic Transcription. This is an early look at the app so you can tell us what you think.”
In late May, Google added the ability to add captions to videos uploaded to Google+.

Hangout Captions are available now via the app’s website. Using the app requires you to not only install the app but also grant it some access to your Google+ account.

Once installed, however, you’ll be able to use the service whenever you’re involved in a Google + Hangout.

You’ll only be able to see a transcription in the Hangout Captions side panel when someone in the Hangout is providing the transcription; either through live stenography (CART or palantype) or by simply typing into the app. Live transcription isn’t automatic.-Emily Price, Mashable




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Social Video Views Rise Over 78%

Q1 2012 video views skyrocket

Consumers may appreciate successful TV ad campaigns with interesting creative, but many still treat a commercial break as a great time to grab a snack or do some other quick chore away from the screen. Online, however, a video ad that pleases is one to be shared socially—and research indicates consumers are doing just that, and watching such ads more than ever before.

According to data released in April from social video measurement firm Visible Measures, views of social video ads served to English-speaking audiences increased to almost 1.33 billion in Q1 of this year, a 78% rise over Q4 2011. The measurement company noted that Q1 is typically a busy time of year for video ads shared socially, as many internet users turn online to find—and spread the word about—their favorite Super Bowl commercials. But this year’s Q1 results were also 72% better than the same period in 2011, indicating a real rise in social video ad viewership.

The automotive industry, a big spender on offline commercials (including those Super Bowl ads), saw the most social video views during the first part of this year, followed by those video ads related to community and activism at a fairly distant second.

Video is the fastest-growing ad format online, and social sharing capabilities can only help that growth by allowing users to act as curators and promoters, passing appealing videos to a larger and larger audience of network connections. eMarketer estimates US advertisers will spend $3.1 billion this year on video ads, up from $2 billion in 2011. By 2016, $9.3 billion in online ad spending will go toward video.-eMarketer

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YouTube Video Ads Drive 20% Increase in Traffic to a Business' Web Site

Google-owned YouTube rolled out a number of new initiatives to lure more marketers to the video-sharing site and to ad opportunities in video across the Web. The goal is to build on YouTube’s growing success with video advertising including its early AdWords for video efforts. 

On average, YouTube video ads drive a 20% increase in traffic to a business’ web site and a 5% increase in searches for that business, according to a blog entry YouTube posted over the weekend. 

That’s why Google has now officially opened Google AdWords for video to everyone. The ad process is similar to search advertising — buyers bid on the ads and pay for clicks. Video ads can be promoted by keyword, shown against specific content, or linked into a YouTube account so existing videos can feed the campaign, said Baljeet Singh, YouTube group product manager, who authored the blog post.

“With AdWords for video you can find out how viewers are engaging with your brand during and after they watch your ad. You can see how many viewers watched your entire video, visited your website, stayed on your channel to watch another video, or subscribed to your channel after viewing your ad,” Singh said.

YouTube is also giving away a $75 credit for each new AdWords business, with plans to distribute $50 million in free Google AdWords buys to help 500,000 businesses get into video, Singh said.
If brands need a helping hand to get started making videos, YouTube also created a playbook for advertisers and it’s a hefty 121 pages.- Daisy Whitney, Mediapost

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Google launches Adwords for Video

Introducing AdWords for Video

AdWords for video helps you tell your story with the emotional power of video. Reach viewers around the corner or across the globe on YouTube, the world's largest video community. Your ads can also appear on sites on the Google Display Network -- the world's #1 ad network, reaching 89% of online users.

Best of all, you pay only when viewers choose to watch your ad.

Get all the tools you'll need to create a successful video campaign.

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