March 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 March with 146.1 million unique viewers, followed by Yahoo! Sites with 60.6 million, VEVO with 51.3 million, Facebook.com with 45.1 million and Viacom Digital with 44.3 million. Nearly 37 billion video views occurred during the month, with Google Sites generating the highest number at 15.7 billion, followed by Hulu with 1 billion and Yahoo! Sites with 815 million. The average viewer watched 21.7 hours of online video content, with Google Sites (7.1 hours) and Hulu (4.6 hours) posting the highest average engagement among the top ten properties.
| Top US Online Video Content Properties Ranked by Unique Video Viewers March 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 | 181,062 | 36,984,872 | 1,304.8 |
| Google Sites | 146,097 | 15,748,884 | 424.6 |
| Yahoo! Sites | 60,609 | 814,838 | 72.4 |
| VEVO | 51,337 | 706,291 | 63.0 |
| 45,073 | 247,010 | 21.3 | |
| Viacom Digital | 44,251 | 547,732 | 63.2 |
| AOL, Inc. | 43,701 | 496,415 | 50.3 |
| Turner Digital | 42,917 | 288,887 | 24.8 |
| Microsoft Sites | 41,169 | 494,529 | 46.7 |
| Comcast NBCUniversal | 32,164 | 178,189 | 36.9 |
| Hulu | 31,104 | 1,010,527 | 275.2 |
*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 more than 8.3 billion video ads in March, representing an all-time high, with Hulu delivering another month of record video ad views at more than 1.7 billion. Google Sites ranked second with more than 1.2 billion video ads during the month, followed by BrightRoll Video Network with 953 million, Adap.tv with 892 million and Specific Media with more than 775 million. Time spent watching video ads totalled 3.5 billion minutes, with Hulu delivering the highest duration of video ads at 690 million minutes. Video ads reached 51% of the total US population an average of 53 times during the month. Hulu delivered the highest frequency of video ads to its viewers with an average of 51, while ESPN delivered an average of 26 ads per viewer.
| Top US Online Video Ad Properties Ranked by Video Ads* Viewed March 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 | 8,370,492 | 3,545 | 53.4 | 51.2 |
| Hulu | 1,754,128 | 690 | 50.7 | 11.3 |
| Google Sites | 1,269,465 | 129 | 17.2 | 24.2 |
| BrightRoll Video Network** | 953,234 | 589 | 8.5 | 36.4 |
| Adap.tv†| 892,042 | 531 | 12.0 | 24.3 |
| Specific Media** | 775,530 | 358 | 8.0 | 31.6 |
| Tremor Video** | 675,983 | 366 | 13.6 | 16.2 |
| ESPN | 562,584 | 206 | 26.4 | 7.0 |
| TubeMogul Video Ad Platform** | 537,180 | 185 | 10.8 | 16.2 |
| Auditude, Inc.** | 466,423 | 195 | 10.9 | 13.9 |
| CBS Interactive | 415,652 | 192 | 17.8 | 7.6 |
*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
Top 10 YouTube partner channels by unique viewers
The March 2012 YouTube partner data revealed that video music channels VEVO (49.1 million viewers) and Warner Music (30.3 million viewers) maintained the top two positions. Gaming channel Machinima ranked third with 22.9 million viewers, followed by Maker Studios Inc. with 14.6 million, FullScreen with 12 million and BroadbandTV with 8.5 million. Among the top 10 YouTube partners, Machinima demonstrated the highest engagement (69 minutes per viewer) followed by VEVO (62.5 minutes per viewer). VEVO streamed the most videos (670 million), followed by Machinima (379 million).
| Top YouTube Partner Channels* Ranked by Unique Video Viewers March 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 | 49,090 | 669,867 | 62.5 |
| Warner Music @ YouTube | 30,255 | 195,883 | 28.4 |
| Machinima @ YouTube | 22,892 | 378,758 | 69.0 |
| Maker Studios Inc. @ YouTube | 14,635 | 161,882 | 47.6 |
| FullScreen @ YouTube | 11,956 | 57,969 | 20.2 |
| BroadbandTV @ YouTube | 8,452 | 40,246 | 17.7 |
| Big Frame @ YouTube | 8,013 | 44,325 | 21.5 |
| Warner Bros (The Ellen Show) @ YouTube | 7,372 | 38,892 | 21.1 |
| Schmooru @ YouTube | 6,991 | 22,120 | 15.4 |
| Clevvertv @ YouTube | 6,718 | 13,455 | 8.1 |
*YouTube Partner Reporting based on online video content viewing and does not include claimed user-generated content
Other notable findings from March 2012 include:
- 83.5% of the US Internet audience viewed online video.
- The duration of the average online content video was 6.4 minutes, while the average online video ad was 0.4 minutes.
- Video ads accounted for 18.5% of all videos viewed and 1.5% of all minutes spent viewing video online.
Source: comScore
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