Press Release

comScore Releases May 2012 U.S. Online Video Rankings

Number of Video Ad Views Surpasses 10 Billion for First Time on Record

RESTON, VA, June 18, 2012 – comScore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today released data from the comScore Video Metrix service showing that more than 180 million U.S. Internet users watched 36.6 billion online content videos in May. Video ads posted another month of record-breaking gains, surpassing the 10-billion mark for the first time on record.

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 U.S. Online Video Content Properties Ranked by Unique Video Viewers
May 2012
Total U.S. – 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 totaled 4.5 billion minutes, with Hulu delivering the highest duration of video ads at 725 million minutes. Video ads reached 52 percent of the total U.S. 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 U.S. Online Video Ad Properties Ranked by Video Ads* Viewed
May 2012
Total U.S. – 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 U.S. 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 monetization, 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 U.S. – 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 percent of the U.S. 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 percent of all videos viewed and 1.9 percent of all minutes spent viewing video online.

About comScore
comScore, Inc. (NASDAQ: SCOR) is a global leader in measuring the digital world and preferred source of digital business analytics. For more information, please visit www.comscore.com/companyinfo.

Contact:
Adam Lella
comScore, Inc.
+1 (312) 775-6474
press@comscore.com



 

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