Press Releases

February 21, 2014

comScore Releases January 2014 U.S. Online Video Rankings 

SpotXchange Captures Top Spot in Ad Ranking, Serves the Most Video Ads in January

RESTON, VA, February 21, 2014  – comScore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today released data from the comScore Video Metrix service showing that 183.8 million Americans watched 48.7 billion online content videos in January, while the number of video ad views totaled 26.9 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 January with 157.6 million unique viewers. Facebook ranked #2 with 84.9 million viewers, followed by AOL, Inc. with 60.6 million, NDN with 51.4 million and Yahoo Sites with 44.9 million. Nearly 48.7 billion video content views occurred during the month, with Google Sites generating the highest number at 12.6 billion, followed by Facebook with 5 billion and AOL, Inc. with 1.2 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
January 2014
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  183,778 48,682,572 1,155.3
Google Sites 157,585 12,617,013 328.3
Facebook 84,859 4,988,919 83.5
AOL, Inc. 60,590 1,225,725 61.7
NDN 51,353 573,307 73.1
Yahoo Sites 44,897 384,092 59.1
Vimeo 41,676 203,873 31.9
Amazon Sites 38,618 185,026 22.5
Microsoft Sites 38,459 641,217 40.7
VEVO 36,805 612,936 48.5
ZEFR 31,369 168,956 12.8

*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.

Top 10 Video Ad Properties by Video Ads Viewed
Americans viewed nearly 26.9 billion video ads in January, with SpotXchange Video Ad Marketplace capturing the #1 position with 3.5 billion ad impressions. AOL, Inc. came in second with 2.9 billion ads, followed by Google Sites with 2.9 billion, Live Rail with 2.4 billion and BrightRoll Platform with 2.3 billion. Time spent watching video ads totaled 10 billion minutes, with AOL, Inc. delivering the highest duration of video ads at nearly 1.3 billion minutes. Video ads reached 52.6 percent of the total U.S. population an average of 165 times during the month. Hulu delivered the highest frequency of video ads to its viewers with an average of 81.

Top U.S. Online Video Ad Properties Ranked by Video Ads* Viewed
January 2014
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  26,907,310 10,041 164.6 52.6
SpotXchange Video Ad Marketplace† 3,461,166 1,113 26.9 41.5
AOL, Inc. (including Adap.tv) 2,916,947 1,316 19.0 49.6
Google Sites 2,903,087 286 27.3 34.2
Live Rail† 2,418,272 1,023 16.4 47.6
BrightRoll Platform**† 2,298,960 1,098 14.1 52.6
TubeMogul Video Ad Platform† 1,825,644 587 17.3 34.0
Specific Media** 1,354,872 513 9.6 45.3
Hulu 1,173,975 466 80.8 4.7
Tremor Video** 887,532 418 8.5 33.8
Videology† 518,542 245 7.1 23.6

*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/DSP/SSP 

Top 10 YouTube Partner Channels by Unique Viewers
The January 2014 YouTube partner data revealed that video music channel VEVO maintained the top position in the ranking with 36.1 million viewers. ZEFR climbed into the #2 spot with 31.4 million unique viewers, followed by Fullscreen with 26.4 million, Maker Studios Inc. with 25.8 million and Warner Music with 22.6 million. Among the top 10 YouTube partners, Maker Studios Inc. demonstrated the highest engagement (63 minutes per viewer), followed by VEVO (49 minutes per viewer). VEVO streamed the greatest number of videos (603 million), followed by Maker Studios Inc. (535 million).

Top YouTube Partner Channels Ranked by Unique Video Viewers
January 2014
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 36,088 603,240 48.8
ZEFR @ YouTube 31,361 168,894 12.8
Fullscreen @ YouTube 26,412 376,739 40.6
Maker Studios Inc. @ YouTube 25,790 534,962 63.4
Warner Music @ YouTube 22,559 154,601 19.1
UMG @ YouTube 19,157 71,188 10.5
warnerbros vfp @ YouTube 18,200 53,972 5.4
The Orchard @ YouTube 18,029 75,590 11.3
rumblefish @ YouTube 17,476 47,476 7.1
GEICO @ YouTube 14,114 36,177 3.3

Other notable findings from January 2014 include:

  • 85.1 percent of the U.S. Internet audience viewed online video.
  • The duration of the average online content video was 4.4 minutes, while the average online video ad was 0.4 minutes.
  • Video ads accounted for 35.6 percent of all videos viewed and 4.5 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, Rankings, Video, YouTube