October 2011 US online video rankings
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 October with 161 million unique viewers and reached a record high of 20.9 billion videos viewed. Facebook.com ranked second with 59.8 million viewers, followed by VEVO with 57 million, Microsoft Sites with 49.1 million and Viacom Digital with 48.2 million. More than 42 billion videos were viewed during the month, with the average viewer watching a record 21.1 hours. Google Sites demonstrated the highest engagement with 7.1 hours per viewer.
| Top US Online Video Content Properties Ranked by Unique Video Viewers October 2011 Total US - Home/Work/University 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 | 184,449 | 42,593,095 | 1,267.7 |
| Google Sites | 160,959 | 20,933,113 | 424.2 |
| Facebook.com | 59,815 | 346,017 | 18.4 |
| VEVO | 56,998 | 827,008 | 66.0 |
| Microsoft Sites | 49,055 | 661,142 | 47.5 |
| Viacom Digital | 48,165 | 540,898 | 57.7 |
| Yahoo! Sites | 43,756 | 551,674 | 58.6 |
| AOL, Inc. | 43,571 | 410,903 | 53.4 |
| NBC Universal | 39,336 | 134,021 | 13.4 |
| Hulu | 29,221 | 791,370 | 202.2 |
| Turner Digital | 27,979 | 223,524 | 33.0 |
*A video is defined as any streamed segment of audiovisual content, (both progressive downloads and live streams).
For long-form, segmented content, (e.g. TV episodes with ad pods in the middle) each segment of the content is counted as a distinct video stream.
Top 10 video ad properties by video ads viewed
Americans viewed 7.5 billion video ads in October, with Hulu generating the highest number of video ad impressions at more than 1.3 billion. Tremor Video ranked second overall (and highest among video ad exchanges/networks) crossing the 1 billion mark for the first time. BrightRoll Video Network ranked third with 756 million, followed by Specific Media with 512 million and CBS Interactive with 415 million. Time spent watching video ads totalled more than 3.2 billion minutes during the month, with Tremor Video delivering the highest duration of video ads at 614 million minutes. Video ads reached 53% of the total US population an average of 47 times during the month. Hulu delivered the highest frequency of video ads to its viewers with an average of 46.5.
| Top US Online Video Ad Properties Ranked by Video Ads* Viewed October 2011 Total US - Home/Work/University 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 | 7,467,331 | 3,217 | 46.9 | 52.7 |
| Hulu | 1,360,709 | 557 | 46.5 | 9.7 |
| Tremor Video** | 1,095,003 | 614 | 17.1 | 21.2 |
| BrightRoll Video Network** | 756,390 | 466 | 8.8 | 28.4 |
| Specific Media** | 512,152 | 250 | 6.5 | 26.1 |
| CBS Interactive | 415,244 | 162 | 17.8 | 7.7 |
| Microsoft Sites | 381,090 | 146 | 9.9 | 12.8 |
| TubeMogul Video Ad Platform** | 345,099 | 167 | 6.8 | 16.9 |
| TidalTV.com** | 325,580 | 187 | 6.0 | 17.9 |
| SpotXchange Video Ad Marketplace** | 316,463 | 190 | 9.2 | 11.4 |
| Undertone** | 302,073 | 163 | 10.1 | 9.9 |
Note: Adap.tv has been excluded from this list due to a technological issue with its video census tags, affecting data for October 2011.
*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
Top 10 YouTube partner channels by unique viewers
The October 2011 YouTube partner data revealed that video music channels VEVO (54.2 million viewers) and Warner Music (30.4 million viewers) maintained the top two positions. Gaming channel Machinima ranked third with 17.7 million viewers, followed by Schmooru with 9.9 million, Maker Studios with 9.4 million and Demand Media with 7.4 million. Within the top 10 partners, Machinima demonstrated the highest engagement with 65.1 minutes per viewer on average, while accounting for the second highest number of videos viewed (277 million) after VEVO.
| Top YouTube Partner Channels* Ranked by Unique Video Viewers October 2011 Total US - Home/Work/University Locations Content Videos Only (Ad Videos Not Included) (Source: comScore Video Metrix) | |||
|---|---|---|---|
| Property | Total Unique Viewers (000) | Videos (000) | Minutes per Viewer |
| VEVO @ YouTube | 54,170 | 799,443 | 66.1 |
| Warner Music @ YouTube | 30,439 | 195,589 | 27.3 |
| Machinima @ YouTube | 17,750 | 277,330 | 65.1 |
| Schmooru @ YouTube | 9,860 | 30,863 | 14.1 |
| Maker Studios @ YouTube | 9,379 | 81,229 | 33.8 |
| Demand Media @ YouTube | 7,372 | 20,847 | 9.6 |
| FullScreen @ YouTube | 7,219 | 27,313 | 14.8 |
| Warner Bros (The Ellen Show) @ YouTube | 7,045 | 19,889 | 12.5 |
| IGN @ YouTube | 6,387 | 25,378 | 16.1 |
| BigFrame @ YouTube | 5,793 | 27,816 | 18.2 |
*YouTube Partner Reporting based on online video content viewing and does not include claimed user-generated content
Other notable findings from October 2011 include:
- 86.2% of the US Internet audience viewed online video.
- The duration of the average online content video was 5.5 minutes, while the average online video ad was 0.4 minutes.
- Video ads accounted for 14.9% of all videos viewed and 1.4% of all minutes spent viewing video online.
Source: comScore
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