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February 20, 2012

comScore Releases January 2012 U.S. Online Video Rankings

Long-Form Video Content on the Rise, Reaching 6 Minutes on Average in January

RESTON, VA, February 20, 2012 – comScore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today released data from the comScore Video Metrix service showing that 181 million U.S. Internet users watched nearly 40 billion videos of online video content in January.

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 U.S. Online Video Content Properties Ranked by Unique Video Viewers
January 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 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 totaled 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 percent of the total U.S. 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 U.S. Online Video Ad Properties Ranked by Video Ads* Viewed
January 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 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 monetization, 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 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 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

Chart: Top YouTube Partner Channels by Unique Viewers (000)Content Videos January 2012Description: 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).Tags: Author: comScore, Inc.charts powered by iCharts

Other notable findings from January 2012 include:

  • 84.4 percent of the U.S. 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 percent of all videos viewed and 0.9 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



 

Tags: Advertising, Audience Measurement, Rankings, , Video