May 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 May with 151.7 million unique viewers, followed by Yahoo! Sites with 57.8 million, VEVO with 48.3 million, Microsoft Sites with 44.4 million and Facebook.com with 44.3 million. Nearly 36.6 billion video content views occurred during the month, with Google Sites generating the highest number at 17.6 billion, followed by Hulu with 888 million and Yahoo! Sites with 845 million. The average viewer watched 21.9 hours of online video content, with Google Sites (7.7 hours) and Hulu (4.2 hours) earning the highest average engagement among the top ten properties.
| Top US Online Video Content Properties Ranked by Unique Video Viewers May 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 | 180,503 | 36,556,792 | 1,315.3 |
| Google Sites | 151,656 | 17,618,391 | 462.7 |
| Yahoo! Sites | 57,762 | 845,401 | 77.7 |
| VEVO | 48,258 | 653,656 | 57.5 |
| Microsoft Sites | 44,356 | 490,942 | 42.7 |
| Facebook.com | 44,310 | 246,972 | 24.0 |
| AOL, Inc. | 39,627 | 569,268 | 60.5 |
| Viacom Digital | 39,199 | 433,530 | 53.8 |
| News Distribution Network, Inc. | 34,246 | 286,801 | 86.8 |
| Amazon Sites | 27,158 | 96,733 | 21.9 |
| Hulu | 25,689 | 887,812 | 253.7 |
*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 an all-time high of 10 billion video ads in May. Hulu ranked first with more than 1.6 billion video ads delivered, followed by Google Sites with nearly 1.4 billion, BrightRoll Video Network with 1.1 billion, Adap.tv with 966 million and TubeMogul Video Ad Platform with 897 million. Time spent watching video ads totalled 4.5 billion minutes, with Hulu delivering the highest duration of video ads at 725 million minutes. Video ads reached 52% of the total US population an average of 64 times during the month. Hulu delivered the highest frequency of video ads to its viewers with an average of 56, while ESPN delivered an average of 29 ads per viewer.
| Top US Online Video Ad Properties Ranked by Video Ads* Viewed May 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 | 10,076,499 | 4,517 | 63.6 | 51.7 |
| Hulu | 1,666,846 | 725 | 55.5 | 9.8 |
| Google Sites | 1,385,273 | 143 | 18.6 | 24.3 |
| BrightRoll Video Network** | 1,130,983 | 673 | 10.3 | 35.8 |
| Adap.tv† | 966,204 | 556 | 13.1 | 24.1 |
| TubeMogul Video Ad Platform** | 896,787 | 259 | 17.4 | 16.8 |
| Specific Media** | 751,542 | 359 | 7.7 | 31.9 |
| Tremor Video** | 725,944 | 408 | 14.1 | 16.8 |
| SpotXchange Video Ad Marketplace† | 615,290 | 326 | 13.5 | 14.9 |
| Auditude, Inc.** | 569,862 | 219 | 11.6 | 16.0 |
| ESPN | 490,103 | 169 | 28.6 | 5.6 |
*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 May 2012 YouTube partner data revealed that video music channels VEVO (47.6 million viewers) and Warner Music (27.7 million viewers) maintained the top two positions. Gaming channel Machinima ranked third with 23.5 million viewers, followed by Maker Studios Inc. with 16.2 million, FullScreen with 14.1 million and BroadbandTV with 8.1 million. Among the top 10 YouTube partners, Machinima demonstrated the highest engagement (66 minutes per viewer) followed by VEVO (55 minutes per viewer). VEVO streamed the most videos (618 million), followed by Machinima (388 million).
| Top YouTube Partner Channels* Ranked by Unique Video Viewers May 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 | 47,633 | 617,770 | 55.1 |
| Warner Music @ YouTube | 27,689 | 160,880 | 24.1 |
| Machinima @ YouTube | 23,503 | 388,012 | 65.7 |
| Maker Studios Inc. @ YouTube | 16,158 | 169,230 | 43.5 |
| FullScreen @ YouTube | 14,135 | 69,806 | 18.4 |
| BroadbandTV @ YouTube | 8,130 | 38,293 | 16.5 |
| Big Frame @ YouTube | 7,309 | 41,341 | 19.5 |
| Demand Media @ YouTube | 6,363 | 15,238 | 7.9 |
| Collective Digital Studio @ YouTube | 6,261 | 40,250 | 22.1 |
| MOVIECLIPS @ YouTube | 6,103 | 15,088 | 8.5 |
*YouTube Partner Reporting based on online video content viewing and does not include claimed user-generated content .
Other notable findings from May 2012 include:
- 84.5% of the US Internet audience viewed online video.
- The duration of the average online content video was 6.5 minutes, while the average online video ad was 0.4 minutes.
- Video ads accounted for 21.6% of all videos viewed and 1.9% of all minutes spent viewing video online.
Source: comScore
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