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Research analysis

December 2012 US online video rankings

15 Jan 2013 11:17
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 38.7 billion online content videos in December, while video ad views totaled 11.3 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 153 million unique viewers, followed by Facebook.com with 58.8 million, VEVO with 51.6 million, NDN with 49.9 million and Yahoo! Sites with 47.5 million. Nearly 38.7 billion video content views occurred during the month, with Google Sites generating the highest number at 13.2 billion, followed by AOL, Inc. with 692 million. Google Sites had the highest average engagement among the top ten properties.

Top US Online Video Content Properties Ranked by Unique Video Viewers December 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 181,717 38,673,322 1,150.2
Google Sites 152,971 13,181,969 388.3
Facebook.com 58,776 419,959 16.4
VEVO 51,640 592,463 39.3
NDN 49,942 510,319 69.5
Yahoo! Sites 47,516 383,514 51.5
AOL, Inc. 42,425 692,467 55.0
Viacom Digital 42,334 431,833 39.4
Microsoft Sites 40,604 472,812 39.4
Amazon Sites 38,129 138,968 10.3
Grab Media, Inc. 34,911 203,512 28.8
*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 11.3 billion video ads in December, with Google Sites ranking first with nearly 2 billion ads. BrightRoll Video Network came in second with 1.8 billion, followed by Liverail.com with 1.8 billion, Adap.tv with 1.5 billion and Hulu with 1.5 billion. Time spent watching video ads totaled 4.1 billion minutes, with BrightRoll Video Network delivering the highest duration of video ads at 966 million minutes. Video ads reached 53% of the total US population an average of 70 times during the month. Hulu delivered the highest frequency of video ads to its viewers with an average of 65, while Google Sites delivered an average of 20 ads per viewer.

Top US Online Video Ad Properties Ranked by Video Ads* Viewed December 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 11,322,657 4,135 69.9 52.6
Google Sites 1,998,861 155 20.0 32.4
BrightRoll Video Network** 1,826,453 966 13.8 43.1
LiveRail.com† 1,797,940 813 18.2 32.1
Adap.TV† 1,541,695 741 11.7 42.9
Hulu 1,454,115 584 64.9 7.3
Specific Media** 988,399 419 7.7 41.6
TubeMogul Video Ad Platform† 783,934 297 8.4 30.3
Tremor Video** 743,969 361 8.6 28.0
Auditude, Inc.** 736,787 153 12.8 18.7
Videology** 632,977 337 7.5 27.3
*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 December 2012 YouTube partner data revealed that video music channel VEVO maintained the top position in the ranking with 50.5 million viewers. Fullscreen climbed into the #2 position for the first time with 31.1 million viewers, followed by Maker Studios Inc. with 30 million, Warner Music with 26 million and Machinima with 26 million. Among the top 10 YouTube partners, Machinima demonstrated the highest engagement (68 minutes per viewer) followed by Maker Studios (44 minutes per viewer). VEVO streamed the greatest number of videos (565 million), followed by Machinima (503 million).

Top YouTube Partner Channels* Ranked by Unique Video Viewers December 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 50,485 564,531 37.9
Fullscreen @ YouTube 31,079 191,159 19.1
Maker Studios Inc. @ YouTube 30,013 362,971 43.6
Warner Music @ YouTube 26,025 141,622 18.1
Machinima @ YouTube 25,994 502,656 68.1
BroadbandTV @ YouTube 13,370 79,937 18.1
Collective Digital Studio @ YouTube 9,281 59,197 20.2
ygent @ YouTube 8,640 25,991 9.4
Alloy Digital @ YouTube 8,582 57,643 25.2
MOVIECLIPS @ YouTube 8,471 29,729 9.3
*YouTube Partner Reporting based on online video content viewing and does not include claimed user-generated content

Other notable findings from December 2012 include:
• 84.9% 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 22.6% of all videos viewed and 1.9% 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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