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Research analysis

August 2012 US online video rankings

21 Sep 2012 05:11
RESTON, US: comScore, Inc, a leader in measuring the digital world, today released data from the comScore Video Metrix service showing that an all-time high of 188 million US Internet users watched 37.7 billion online content videos in August, while video ad views totalled 9.5 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 150.2 million unique viewers, followed by Yahoo! Sites with 55 million, Microsoft Sites with 53.7 million, VEVO with 49.3 million and Facebook.com with 47.7 million. Nearly 37.7 billion video content views occurred during the month, with Google Sites generating the highest number at 13.8 billion, followed by AOL, Inc. with 725 million. Google Sites had the highest average engagement among the top ten properties.

Top US Online Video Content Properties Ranked by Unique Video Viewers August 2012 Total US - Home and Work Locations Content Videos Only (Ad Videos Not Included) (Source: comScore Video Metrix)
Property Total Unique Viewers (000) Videos (000)* Minutes per Viewer
Total Internet : Total Audience 188,016 37,689,484 1,335.4
Google Sites 150,198 13,772,310 443.4
Yahoo! Sites 55,045 529,006 58.6
Microsoft Sites 53,671 522,426 40.6
VEVO 49,282 595,187 41.4
Facebook.com 47,717 261,212 16.1
AOL, Inc. 45,685 725,166 62.8
Viacom Digital 38,690 405,298 50.3
NDN 37,508 396,026 73.2
Grab Media, Inc. 29,928 231,550 40.6
Amazon Sites 27,874 103,926 16.0
*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.

Top 10 video ad properties by video ads viewed,/b>

Americans viewed 9.5 billion video ads in August, with each of the top 4 video ad properties delivering more than 1-billion video ads. Google Sites ranked first with more than 1.7 billion ads, followed by BrightRoll Video Network with 1.4 billion, Adap.tv with 1.2 billion, Hulu with 1.1 billion and SpotXchange Video Ad Marketplace with 911 million. Time spent watching video ads totaled 3.5 billion minutes, with BrightRoll Video Network delivering the highest duration of video ads at 717 million minutes. Video ads reached 54% of the total US population an average of 58 times during the month. Hulu delivered the highest frequency of video ads to its viewers with an average of 51, while Google Sites delivered an average of 19 ads per viewer.

Top US Online Video Ad Properties Ranked by Video Ads* Viewed August 2012 Total US - Home and Work Locations Ad Videos Only (Content Videos Not Included) (Source: comScore Video Metrix)
Property Video Ads (000) Total Ad Minutes (MM) Frequency (Ads per Viewer) % Reach Total US Population
Total Internet : Total Audience 9,508,826 3,545 57.6 53.7
Google Sites 1,746,820 142 19.2 29.6
BrightRoll Video Network** 1,351,741 717 10.5 41.8
ADAP.TV† 1,158,088 564 12.2 30.9
Hulu 1,055,895 405 50.7 6.8
SpotXchange Video Ad Marketplace† 911,265 466 15.1 19.7
TubeMogul Video Ad Platform** 909,620 282 12.3 24.1
Tremor Video** 783,160 391 11.9 21.4
Specific Media** 764,067 325 7.4 33.9
Auditude, Inc.** 708,822 186 13.6 17.0
Videology** 441,377 219 7.1 20.2
Note: In addition to data changes resulting from the overall methodology improvements with August 2012 Video Metrix data, (see note below) the data for Hulu experienced a decline due to the refinement of tag collection mechanisms unique to it. As a reminder, comScore advises caution when interpreting month-over-month trends.
*Video ads include streaming-video advertising only and do not include other types of video monetisation, such as overlays, branded players, matching banner ads, etc.
**Indicates video ad network
†Indicates video ad exchange


Top 10 YouTube partner channels by unique viewers

The August 2012 YouTube partner data revealed that video music channel VEVO (47.6 million viewers) maintained the top position in the ranking, followed by Warner Music with 24.8 million. Machinima drew 21.9 million viewers, followed by Maker Studios Inc. with 20.9 million and FullScreen with 18.9 million. Among the top 10 YouTube partners, Machinima demonstrated the highest engagement (85 minutes per viewer) followed by Maker Studios (47 minutes per viewer). VEVO streamed the greatest number of videos (569 million), followed by Machinima (529 million).

Top YouTube Partner Channels* Ranked by Unique Video Viewers August 2012 Total US - Home and Work Locations Content Videos Only (Ad Videos Not Included) (Source: comScore Video Metrix)
Property Total Unique Viewers (000) Videos (000) Minutes per Viewer
VEVO @ YouTube 47,590 568,663 40.5
Warner Music @ Youtube 24,765 144,751 19.5
Machinima @ YouTube 21,860 528,647 85.0
Maker Studios Inc. @ YouTube 20,909 263,177 46.7
FullScreen @ YouTube 18,946 120,567 19.0
BroadbandTV @ YouTube 11,117 69,173 17.9
Schmooru @ YouTube 9,136 24,927 9.5
Big Frame @ YouTube 8,411 54,395 22.3
Alloy @ YouTube 7,867 39,644 15.3
MOVIECLIPS @ YouTube 6,855 20,379 8.1
*YouTube Partner Reporting based on online video content viewing and does not include claimed user-generated content

Other notable findings from August 2012 include:
• 87.3% of the US Internet audience viewed online video.
• The duration of the average online content video was 6.7 minutes, while the average online video ad was 0.4 minutes.
• Video ads accounted for 20.1% of all videos viewed and 1.4% of all minutes spent viewing video online.

A Note about August 2012 Video Metrix Reporting

With the release of August 2012 US Video Metrix data, comScore introduced three important methodological enhancements to our estimates that will affect data on a go-forward basis. The first enhancement is the incorporation of updated demographic universe estimates based on data from the 2010 US census, which provides an improved accounting of the percentage of the population falling into each demographic segment. The second enhancement is an improvement in comScore's enumeration survey methodology to better represent persons in cell-phone only households. The third and final enhancement is a new technique to account for cookie rejection in Safari browsers, for sites measured via comScore's Unified Digital Measurement (UDM) methodology. Due to the effects of the changes to the August 2012 US Video Metrix data, comScore advises caution when interpreting month-over-month trends.


SOURCE

comScore
comScore, Inc. (NASDAQ: SCOR) is a global leader in measuring the digital world and the preferred source of digital marketing intelligence.
Go to: http://www.comscore.com
    
 
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