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Research news

November 2012 US online video rankings

21 Dec 2012 11:28
RESTON, US: comScore, Inc, a leader in measuring the digital world, today released data from the comScore Video Metrix service showing that 182 million US Internet users watched nearly 40 billion online content videos in November, while video ad views reached 10.5 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 November with 153 million unique viewers, followed by NDN with 55.7 million, Facebook.com with 53.8 million, Yahoo! Sites with 52.3 million and VEVO with 52 million. Nearly 40 billion video content views occurred during the month, with Google Sites generating the highest number at 12 billion, followed by AOL, Inc. with 695 million. Google Sites had the highest average engagement among the top ten properties.


Top US Online Video Content Properties Ranked by Unique Video Viewers November 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 182,050 39,965,466 1,182.9
Google Sites 152,991 12,096,986 377.9
NDN 55,708 551,066 66.4
FACEBOOK.COM 53,808 341,458 14.4
Yahoo! Sites 52,275 418,148 50.5
VEVO 52,010 599,855 38.8
AOL, Inc. 51,418 695,233 45.9
Viacom Digital 43,366 443,171 41.2
Microsoft Sites 37,630 422,765 41.4
Amazon Sites 33,529 107,107 11.8
Collective Video 32,939 149,407 18.9
*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 10.5 billion video ads in November, with BrightRoll Video Network ranking first with 1.8 billion ads. Google Sites came in second with 1.7 billion, followed by Hulu with 1.5 billion, Liverail.com with 1.3 billion, Adap.tv with 1.2 billion and TubeMogul Video Ad Platform with 1.1 billion. Time spent watching video ads totalled 3.8 billion minutes, with BrightRoll Video Network delivering the highest duration of video ads at 951 million minutes. Video ads reached 53% of the total US population an average of 64 times during the month. Hulu delivered the highest frequency of video ads to its viewers with an average of 62, while Google Sites delivered an average of 18 ads per viewer.

Top US Online Video Ad Properties Ranked by Video Ads* Viewed November 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 10,468,221 3,844 64.5 52.7
BrightRoll Video Network** 1,774,092 951 12.3 47.0
Google Sites 1,737,302 137 18.1 31.2
Hulu 1,521,715 616 62.5 7.9
LIVERAIL.COM† 1,267,746 555 14.7 28.0
ADAP.TV† 1,182,807 591 10.4 37.0
TubeMogul Video Ad Platform** 1,125,866 402 11.0 33.3
Specific Media** 911,412 401 7.5 39.4
Auditude, Inc.** 813,807 180 12.3 21.4
AdExcite VideoAd Network** 777,430 304 7.2 34.8
Tremor Video** 703,732 343 8.2 27.8
*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/DSP/SSP


Top 10 YouTube partner channels by unique viewers

The November 2012 YouTube partner data revealed that video music channel VEVO maintained the top position in the ranking with 50.6 million viewers. Maker Studios Inc. climbed into the #2 position for the first time with 28.1 million viewers, followed by Machinima with 26.2 million, Fullscreen with 26 million and Warner Music with 25.8 million. Among the top 10 YouTube partners, Machinima demonstrated the highest engagement (69 minutes per viewer) followed by Maker Studios (38 minutes per viewer). VEVO streamed the greatest number of videos (575 million), followed by Machinima (511 million).

Top YouTube Partner Channels* Ranked by Unique Video Viewers November 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 50,602 574,852 37.9
Maker Studios Inc. @ YouTube 28,150 314,280 38.5
Machinima @ YouTube 26,151 510,776 69.3
Fullscreen @ YouTube 26,035 152,039 17.1
Warner Music @ YouTube 25,781 138,862 17.3
BroadbandTV @ YouTube 12,953 76,734 18.4
ygent @ YouTube 9,544 27,680 9.5
Alloy Digital @ YouTube 8,420 47,149 19.3
Disney jimmykimmel @ YouTube 8,182 19,258 9.2
Collective Digital Studio @ YouTube 7,659 50,479 20.4
*YouTube Partner Reporting based on online video content viewing and does not include claimed user-generated content.

Other notable findings from November 2012 include:

• 85.5% of the US Internet audience viewed online video.
• The duration of the average online content video was 5.4 minutes, while the average online video ad was 0.4 minutes.
• Video ads accounted for 20.8% of all videos viewed and 1.8% of all minutes spent viewing video online.


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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