Press Releases

January 10, 2014

comScore Releases December 2013 U.S. Online Video Rankings

Online Content Videos Exceed 50 Billion Monthly Views for First Time on Record

RESTON, VA, January 10, 2014  – comScore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today released data from the comScore Video Metrix service showing that 188.2 million Americans watched 52.4 billion online content videos in December, while the number of video ad views totaled 35.2 billion.

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 December with 159.1 million unique viewers. Facebook ranked #2 with 79.1 million viewers, followed by AOL, Inc. with 76.2 million, Yahoo sites with 53.5 million and NDN with 49.4 million. Nearly 52.4 billion video content views occurred during the month, with Google Sites generating the highest number at 13.4 billion, followed by Facebook with 3.7 billion and AOL, Inc. with 1.4 billion. Google Sites had the highest average engagement among the top ten properties.

Top U.S. Online Video Content Properties Ranked by Unique Video Viewers
December 2013
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  188,249 52,374,583 1,164.5
Google Sites 159,090 13,384,434 356.7
Facebook** 79,105 3,749,940 50.1
AOL, Inc. 76,178 1,414,138 60.4
Yahoo Sites 53,499 392,542 47.8
NDN 49,388 530,275 71.2
Amazon Sites 44,626 215,795 17.1
VEVO 39,424 632,788 51.0
Microsoft Sites 36,662 609,765 36.9
Vimeo 32,932 142,426 32.3
Turner Digital 29,008 221,105 39.0

*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. Video views are inclusive of both user-initiated and auto-played videos that are viewed for longer than 3 seconds.
**Facebook’s December 2013 online video viewership, particularly the number of video views, is substantially higher than prior months due to both organic and inorganic factors. The largest (and inorganic) source of increase is the recent inclusion, following a technical validation effort, of a significant volume of short (typically 6-second) Vine videos that have been uploaded to Facebook. The other, and currently less significant, factor is the limited roll-out in December of auto-play videos in the Facebook News Feed.

Top 10 Video Ad Properties by Video Ads Viewed
Americans viewed nearly 35.2 billion video ads in December, with AOL, Inc. maintaining the #1 position with 4.3 billion ad impressions. LiveRail.com came in second with 3.6 billion ads, followed by Google Sites also with 3.6 billion, SpotXchange Video Ad Marketplace with 2.9 billion and TubeMogul Video Ad Platform with 2.5 billion. Time spent watching video ads totaled 13.2 billion minutes, with AOL, Inc. delivering the highest duration of video ads at nearly 1.9 billion minutes. Video ads reached 55.6 percent of the total U.S. population an average of 204 times during the month. Hulu delivered the highest frequency of video ads to its viewers with an average of 82.

Top U.S. Online Video Ad Properties Ranked by Video Ads* Viewed
December 2013
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  35,235,361 13,235 204.1 55.6
AOL, Inc. (including Adap.tv) 4,326,305 1,850 26.9 51.9
LiveRail.com† 3,566,607 1,506 23.4 49.2
Google Sites 3,564,204 353 32.3 35.6
SpotXchange Video Ad Marketplace† 2,895,520 975 24.5 38.0
TubeMogul Video Ad Platform† 2,467,934 802 21.3 37.3
BrightRoll Platform**† 2,451,140 1,148 14.8 53.3
Specific Media** 2,185,660 859 13.8 51.2
Hulu 1,388,482 551 82.3 5.4
Tremor Video** 1,209,948 537 11.7 33.3
Videology† 991,078 445 10.5 30.4

*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/DSP/SSP

Top 10 YouTube Partner Channels by Unique Viewers
The December 2013 YouTube partner data revealed that video music channel VEVO maintained the top position in the ranking with 38.5 million viewers. Fullscreen held onto the #2 spot with 27.3 million unique viewers, followed by ZEFR with 26.6 million, Maker Studios Inc. with 24.7 million, and Warner Music with 22.7 million. Among the top 10 YouTube partners, Maker Studios Inc. demonstrated the highest engagement (72 minutes per viewer), followed by VEVO (51 minutes per viewer). VEVO streamed the greatest number of videos (622 million), followed by Maker Studios Inc. (523 million).

Top YouTube Partner Channels Ranked by Unique Video Viewers
December 2013
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 38,460 622,057 51.1
Fullscreen @ YouTube 27,346 358,267 40.9
ZEFR @ YouTube 26,598 143,042 14.9
Maker Studios Inc. @ YouTube 24,726 522,869 72.2
Warner Music @ YouTube 22,672 151,209 19.1
warnerbros vfp @ YouTube 20,032 61,301 5.3
The Orchard @ YouTube 18,987 78,701 11.8
google @ YouTube 17,965 47,075 4.6
rumblefish @ YouTube 17,396 45,932 7.4
UMG @ YouTube 16,295 66,580 11.0

Other notable findings from December 2013 include:

  • 86.9 percent of the U.S. Internet audience viewed online video.
  • The duration of the average online content video was 4.2 minutes, while the average online video ad was 0.4 minutes.
  • Video ads accounted for 40.2 percent of all videos viewed and 5.7 percent of all minutes spent viewing video online.

About comScore
comScore, Inc. (NASDAQ: SCOR) is a global leader in digital measurement and analytics, delivering insights on web, mobile and TV consumer behavior that enable clients to maximize the value of their digital investments. For more information, please visit www.comscore.com/companyinfo.

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



 

Tags: Ad Impressions, Engagement, , Video, YouTube