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april 18, 2014

comScore Releases March 2014 U.S. Online Video Rankings

LiveRail Serves the Most Video Ads in March, Takes Top Spot in Ad Ranking

RESTON, VA, April 18, 2014  – comScore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today released data from the comScore Video Metrix® service showing that 187.8 million Americans watched 46.6 billion online content videos in March, while the number of video ad views totaled 28.7 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 March with 155.6 million unique viewers. Facebook ranked #2 with 88.4 million viewers, followed by AOL, Inc. with 69.4 million, Yahoo Sites with 55.7 million and NDN with 50.9 million. Nearly 46.6 billion video content views occurred during the month, with Google Sites generating the highest number at 11.1 billion, followed by Facebook with 4.6 billion and AOL, Inc. with 1.3 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
March 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  187,791 46,637,320 1,066.8
Google Sites 155,613 11,069,548 294.0
Facebook 88,424 4,592,878 79.9
AOL, Inc. 69,385 1,314,206 49.5
Yahoo Sites 55,674 579,452 63.1
NDN 50,945 558,226 81.3
Blinkx 43,660 600,692 29.4
Turner Digital 39,765 392,635 53.1
Vimeo 37,975 170,131 33.1
Amazon Sites 37,659 164,205 25.0
AnyClip.com 36,626 437,140 51.0

*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.

Top 10 Video Ad Properties by Video Ads Viewed
Americans viewed more than 28.7 billion video ads in March, with LiveRail capturing the #1 position with 3.9 billion ad impressions. AOL, Inc. came in second with 3.8 billion ads, followed by BrightRoll Platform with 3.1 billion, Google Sites with 3.1 billion and TubeMogul Video Ad Platform with 3 billion. Time spent watching video ads totaled 10.9 billion minutes, with AOL, Inc. delivering the highest duration of video ads at 1.7 billion minutes. Video ads reached 54.3 percent of the total U.S. population an average of 170 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
March 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  28,749,115 10,863 170.1 54.3
LiveRail† 3,891,534 1,598 25.5 49.0
AOL, Inc. 3,806,253 1,744 28.0 43.7
BrightRoll Platform† 3,131,166 1,510 18.7 53.9
Google Sites 3,063,473 308 27.5 35.8
TubeMogul Video Ad Platform† 3,028,328 954 26.4 36.9
SpotXchange Video Advertising Platform† 2,437,158 765 22.0 35.7
Tremor Video** 1,507,126 642 12.4 39.1
Specific Media** 1,340,837 566 8.6 50.0
Hulu 1,096,466 433 81.5 4.3
Videology† 783,120 358 10.5 24.0

*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 March 2014 YouTube partner data revealed that video music channel VEVO maintained the top position in the ranking with 37.6 million viewers. Fullscreen climbed into the #2 spot with 27.7 million unique viewers, followed by Maker Studios Inc. with 27.2 million, ZEFR with 26.1 million and Warner Music with 24.8 million. Among the top 10 YouTube partners, Maker Studios Inc. demonstrated the highest engagement (57 minutes per viewer), followed by VEVO (45 minutes per viewer). VEVO streamed the greatest number of videos (583 million), followed by Maker Studios Inc. (511 million).

Top YouTube Partner Channels Ranked by Unique Video Viewers
March 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 37,607 583,136 44.9
Fullscreen @ YouTube 27,746 390,567 38.3
Maker Studios Inc. @ YouTube 27,230 510,881 57.0
ZEFR @ YouTube 26,127 135,073 12.8
Warner Music @ YouTube 24,816 158,551 17.4
Disney Online @ YouTube 23,603 91,288 6.6
The Orchard @ YouTube 18,669 70,095 10.3
warnerbros vfp @ YouTube 17,119 56,809 5.8
UMG @ YouTube 16,548 54,162 8.7
Style Haul, Inc. @ YouTube 15,814 109,011 16.8

Other notable findings from March 2014 include:

  • 85.9 percent of the U.S. Internet audience viewed online video.
  • The duration of the average online content video was 4.3 minutes, while the average online video ad was 0.4 minutes.
  • Video ads accounted for 38.1 percent of all videos viewed and 5.1 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