January 2012 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 January with 152 million unique viewers, followed by VEVO with 51.5 million, Yahoo! Sites with 49.2 million, Viacom Digital with 48.1 million and Facebook.com with 45.1 million. Nearly 40 billion videos views occurred during the month, with Google Sites generating the highest number at 18.6 billion, followed by Hulu with 877 million and VEVO with 717 million. The average viewer watched 22.6 hours of online video content, with Google Sites (7.5 hours) and Hulu (3.2 hours) demonstrating the highest average engagement among the top ten properties.
| Top US Online Video Content Properties Ranked by Unique Video Viewers January 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 | 181,115 | 39,995,849 | 1,354.7 |
| Google Sites | 151,989 | 18,633,743 | 448.7 |
| VEVO | 51,499 | 716,608 | 62.2 |
| Yahoo! Sites | 49,215 | 538,260 | 57.4 |
| Viacom Digital | 48,104 | 507,046 | 58.0 |
| Facebook.com | 45,135 | 248,941 | 22.0 |
| Microsoft Sites | 41,491 | 558,017 | 51.3 |
| AOL, Inc. | 40,991 | 419,783 | 51.4 |
| Hulu | 31,383 | 877,388 | 189.0 |
| Amazon Sites | 27,906 | 86,705 | 19.7 |
| NBC Universal | 27,096 | 95,034 | 17.2 |
*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.
Top 10 video ad properties by video ads viewed
Americans viewed 5.6 billion video ads in January, with Hulu delivering the highest number of video ad impressions at 1.4 billion. Adap.tv ranked second overall (and highest among video ad exchanges/networks) with 652 million ad views, followed by BrightRoll Video Network with 598 million, Tremor Video with 580 million and Specific Media with 398 million. Time spent watching video ads totalled more than 2.3 billion minutes during the month, with Hulu delivering the highest duration of video ads at 540 million minutes. Video ads reached 47% of the total US population an average of 38 times during the month. Hulu delivered the highest frequency of video ads to its viewers with an average of 43, while ESPN delivered an average of 20 ads per viewer.
| Top US Online Video Ad Properties Ranked by Video Ads* Viewed January 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 | 5,558,261 | 2,329 | 38.4 | 47.3 |
| Hulu | 1,446,618 | 540 | 43.1 | 11.0 |
| Adap.tv†| 651,531 | 395 | 10.8 | 19.8 |
| BrightRoll Video Network** | 598,353 | 370 | 6.1 | 32.3 |
| Tremor Video** | 580,302 | 314 | 12.6 | 15.0 |
| Specific Media** | 397,941 | 187 | 5.6 | 23.2 |
| Auditude, Inc.** | 386,702 | 151 | 9.7 | 13.1 |
| Microsoft Sites | 385,581 | 149 | 11.2 | 11.2 |
| SpotXchange Video Ad Marketplace** | 356,755 | 207 | 10.3 | 11.3 |
| ESPN | 343,801 | 131 | 20.0 | 5.6 |
| Viacom Digital | 286,024 | 123 | 12.8 | 7.3 |
*Video ads include streaming-video advertising only and do not include other types of video monetisation, such as overlays, branded players, matching banner ads, homepage ads, etc.
**Indicates video ad network
†Indicates video ad exchange
Top 10 YouTube partner channels by unique viewers
The January 2012 YouTube partner data revealed that video music channels VEVO (50.6 million viewers) and Warner Music (29.7 million viewers) maintained the top two positions. Gaming channel Machinima ranked third with 23.8 million viewers, followed by Maker Studios Inc. with 12.5 million, FullScreen with 11.6 million and Big Frame with 8.2 million. Among the top 10 YouTube partners, VEVO demonstrated the highest engagement (62 minutes per viewer) and highest number of videos viewed (696 million), while Machinima exhibited the second highest engagement (60 minutes per viewer) and number of videos viewed (347 million).
| Top YouTube Partner Channels* Ranked by Unique Video Viewers January 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 | 50,563 | 695,947 | 61.8 |
| Warner Music @ YouTube | 29,718 | 187,672 | 27.5 |
| Machinima @ YouTube | 23,799 | 347,380 | 60.4 |
| Maker Studios Inc. @ YouTube | 12,505 | 135,301 | 47.4 |
| FullScreen @ YouTube | 11,579 | 50,292 | 17.6 |
| Big Frame @ YouTube | 8,167 | 42,106 | 18.8 |
| BroadbandTV @ YouTube | 8,016 | 29,695 | 15.8 |
| Bigpoint @ YouTube | 7,864 | 43,146 | 21.1 |
| Blizzard @ YouTube | 7,572 | 13,021 | 4.1 |
| Demand Media @ YouTube | 7,296 | 19,804 | 9.4 |
*YouTube Partner Reporting based on online video content viewing and does not include claimed user-generated content
Other notable findings from January 2012 include:
- 84.4% of the US Internet audience viewed online video.
- The duration of the average online content video was 6.1 minutes, while the average online video ad was 0.4 minutes.
- Video ads accounted for 12.2% of all videos viewed and 0.9% of all minutes spent viewing video online.
Source: comScore
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