Comscore Releases November 2011 U.S. Online Video Rankings

Machinima YouTube Channel Attracts Nearly 20 Million Viewers in November

RESTON, VA, December 15, 2011 – Comscore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today released data from the Comscore Video Metrix service showing that 183 million U.S. Internet users watched online video content in November for an average of 20.5 hours per viewer. The total U.S. Internet audience viewed 40.9 billion videos.

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 November with 151.6 million unique viewers, while VEVO ranked second with 55.4 million. Facebook.com ranked third with 50.8 million viewers, followed by Yahoo! Sites with 50.4 million and Viacom Digital with 47.4 million. More than 40 billion videos views occurred during the month, with Google Sites generating the highest number at 20.5 billion. The average viewer watched 20.5 hours of online video content, with Google Sites (7.4 hours) and Hulu (3.3 hours) demonstrating the highest engagement among the top ten properties.

Top U.S. Online Video Content Properties Ranked by Unique Video Viewers
November 2011
Total U.S. – Home/Work/University 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

183,160

40,890,925

1,229.2

Google Sites

151,563

20,463,820

444.5

VEVO

55,381

871,672

71.3

Facebook.com

50,797

268,148

19.1

Yahoo! Sites

50,397

518,848

50.7

Viacom Digital

47,431

514,469

56.2

Microsoft Sites

44,715

588,691

43.8

AOL, Inc.

43,399

468,959

52.7

Hulu

31,347

1,048,094

199.3

NBC Universal

29,105

106,914

18.3

Turner Digital

27,816

200,696

30.1

*A video is defined as any streamed segment of audiovisual content, (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 7.2 billion video ads in November, with Hulu generating the highest number of video ad impressions at more than 1.3 billion, followed by Tremor Video in second with 1.1 billion. Adap.tv crossed the 1 billion mark for the first time earning the #3 spot, followed by BrightRoll Video Network with 722 million and Specific Media with 513 million. Time spent watching video ads totaled more than 3 billion minutes during the month, with Tremor Video delivering the highest duration of video ads at 594 million minutes. Video ads reached 53 percent of the total U.S. population an average of 45 times during the month. Hulu delivered the highest frequency of video ads to its viewers with an average of 44.

Top U.S. Online Video Ad Properties Ranked by Video Ads* Viewed
November 2011
Total U.S. – Home/Work/University 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

7,213,918

3,080

45.4

52.4

Hulu

1,320,504

565

44.4

9.8

Tremor Video**

1,076,607

594

16.7

21.2

Adap.tv†

1,004,273

551

12.6

26.3

BrightRoll Video Network**

721,863

449

8.0

29.8

Specific Media**

512,882

247

6.1

27.8

CBS Interactive

395,760

163

16.3

8.0

TubeMogul Video Ad Platform**

360,191

177

6.6

18.1

Microsoft Sites

350,353

136

8.7

13.3

AOL, Inc.

346,828

208

7.9

14.5

SpotXchange Video Ad Marketplace**

296,814

170

10.0

9.8

Note: In November 2011 Video Metrix data, TIDAL.TV (now known as Videology) was inadvertently omitted from the data due to a processing error. This issue will be corrected with December 2011 data and the entity will be reported under its new name, Videology.
*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 November 2011 YouTube partner data revealed that video music channels VEVO (53.4 million viewers) and Warner Music (31.1 million viewers) maintained the top two positions. Gaming channel Machinima ranked third with 19.6 million viewers, followed by Schmooru with 12.4 million, Maker Studios with 9.3 million and disney jimmykimmel with 8.8 million. Among the top 10 YouTube partners, VEVO demonstrated the highest engagement (71.1 minutes per viewer) and highest number of videos viewed (845 million), while Machinima exhibited the second highest engagement (68.5 minutes per viewer) and number of videos viewed (327 million).

Top YouTube Partner Channels* Ranked by Unique Video Viewers
November 2011
Total U.S. – Home/Work/University Locations
Content Videos Only (Ad Videos Not Included)
Source: Comscore Video Metrix

Property

Total Unique Viewers (000)

Videos (000)

Minutes per Viewer

VEVO @ YouTube

53,364

845,459

71.1

Warner Music @ YouTube

31,108

211,341

29.0

Machinima @ YouTube

19,614

327,121

68.5

Schmooru @ YouTube

12,418

68,718

22.7

Maker Studios @ YouTube

9,302

77,595

31.8

disney jimmykimmel @ YouTube

8,847

15,807

9.1

FullScreen @ YouTube

8,617

36,099

16.7

Demand Media @ YouTube

7,406

20,318

9.6

BigFrame @ YouTube

6,913

32,511

17.9

IGN @ YouTube

6,604

27,938

18.4

*YouTube Partner Reporting based on online video content viewing and does not include claimed user-generated content

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Other notable findings from November 2011 include:

  • 85.9 percent of the U.S. Internet audience viewed online video.
  • The duration of the average online content video was 5.5 minutes, while the average online video ad was 0.4 minutes.
  • Video ads accounted for 15.0 percent of all videos viewed and 1.3 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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