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/SSPTop 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.