July 2011 US online video rankings

YouTube partner reporting now available in Video Metrix

comScore is now able to provide YouTube Partner Reporting within the Video Metrix offering, for a never-before-seen look at viewership across hundreds of YouTube partners and their channels. This new feature provides a comprehensive and granular view of the unique audiences within different YouTube partner channels, enabling advertisers to more-easily create and optimise campaigns across specific channels to reach desired target audiences. The July data release for YouTube Partner Reporting includes dozens of beta partners, while comScore and Google plan to initiate reporting of more partners with the release of August data.

A first look at select YouTube partners from the current list of beta partners revealed that Machinima reached 16.9 million viewers with the highest engagement at 1.2 hours per viewer over the course of the month. Maker Studios drew 11.4 million viewers, who viewed an average of 8.9 videos, while Demand Media attracted 15.2 million viewers.

Channels with particularly niche audiences included Maker Studios with 50% of their viewers falling between the ages of 12-24, and IGN with 70% of its audience being male viewers. In addition, men account for 83% of the time spent viewing Revision3's shows, whereas women account for over 66% of the time spent viewing Alloy's YouTube videos. Howcast was also notable in that 75% of its viewing audience had children in their households. comScore is proud to be the first and only measurement source available to provide the industry with YouTube insights of this calibre.

*YouTube Partner Reporting based on online video content viewing and does not include claimed UGC content

For more information about comScore Video Metrix YouTube Partner Reporting, email moc.erocsmoc@ebutuoy.

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 July with 158.1 million unique viewers, while VEVO ranked second with 62.1 million. Facebook.com climbed to the #3 position with 51.4 million viewers, followed by Microsoft Sites with 49.5 million and Viacom Digital with 47.3 million. Total viewing sessions reached another all-time high in July at nearly 6.9 billion, with Google Sites crossing the 3 billion mark to account for more than 40% of all viewing sessions online. The average viewer watched 18.5 hours of online video content during the course of the month, with Google Sites (5.9 hours) and Hulu (3.4 hours) exhibiting the highest engagement.

Top 10 video ad properties by video ads viewed

Americans viewed more than 5.3 billion video ads in July, with Hulu generating the highest number of video ad impressions at 963 million. Adap.tv ranked second overall (and highest among video ad exchanges/networks) with 674 million ad views, followed by Tremor Video (639 million) and BrightRoll Video Network (522 million). Time spent watching video ads totalled more than 2.4 billion minutes during the month, with Hulu delivering the highest duration of video ads at 409 million minutes. Video ads reached 49% of the total US population an average of 35.9 times during the month. Hulu delivered the highest frequency of video ads to its viewers with an average of 40.4 over the course of the month.

*Video ads include streaming-video advertising only and do not include other types of video monetisation, such as overlays, branded players, matching banner ads, homepage ads, etc.
**Indicates video ad network
†Indicates video ad exchange

Other notable findings from July 2011 include:

• 86.0% of the US Internet audience viewed online video.
  
• The duration of the average online content video was 5.3 minutes, while the average online video ad was 0.5 minutes.
  
• Video ads accounted for 12.4% of all videos viewed and 1.2% of all minutes spent viewing video online.