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Marzo 14, 2013

comScore Releases February 2013 U.S. Online Video Rankings

Google Sites Delivers Record-Breaking 2.2 Billion Video Ads in February

RESTON, VA, March 14, 2013 – comScore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today released data from the comScore Video Metrix service showing that 178 million Americans watched 33 billion online content videos in February, while the number of video ad views reached 9.9 billion with Google Sites delivering an all-time high of 2.2 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 February with 150.7 million unique viewers, followed by Facebook with 61.2 million, VEVO with 49.5 million, NDN with 46.3 million and Yahoo! Sites with 43.6 million. More than 33 billion video content views occurred during the month, with Google Sites generating the highest number at 11.3 billion and Facebook reaching its all-time high of 558 million. Google Sites had the highest average engagement among the top ten properties.

Top U.S. Online Video Content Properties Ranked by Unique Video Viewers
February 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  177,955 33,031,053 1,045.7
Google Sites 150,659 11,347,490 362.1
Facebook 61,237 557,607 19.9
VEVO 49,494 540,116 36.9
NDN 46,259 523,876 74.8
Yahoo! Sites 43,619 331,168 52.5
Viacom Digital 39,095 419,486 42.8
Microsoft Sites 36,682 484,366 38.2
AOL, Inc. 35,299 570,381 57.3
Turner Digital 30,236 260,830 37.0
Amazon Sites 28,732 96,476 12.6

*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 9.9 billion video ads in February, with Google Sites ranking first with its all-time high of 2.2 billion ads. BrightRoll Video Network came in second with 1.6 billion, followed by Hulu with 1.4 billion, Adap.tv with 1.4 billion and LiveRail.com with 1 billion. Time spent watching video ads totaled 3.8 billion minutes, with BrightRoll Video Network delivering the highest duration of video ads at 859 million minutes. Video ads reached more than 50 percent of the total U.S. population an average of 63 times during the month. Hulu delivered the highest frequency of video ads to its viewers with an average of 61, while CBS Interactive and Google Sites tied for second with an average of 23 ads per viewer.

Top U.S. Online Video Ad Properties Ranked by Video Ads* Viewed
February 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  9,865,717 3,774 63.3 50.5
Google Sites 2,220,537 182 23.1 31.1
BrightRoll Video Network** 1,612,405 859 11.5 45.3
Hulu 1,437,113 583 61.3 7.6
Adap.tv† 1,381,031 687 12.2 36.7
LiveRail.com† 1,004,654 400 14.2 23.0
Specific Media** 962,884 415 9.1 34.1
Auditude, Inc.** 775,958 170 13.7 18.3
TubeMogul Video Ad Platform† 597,450 165 9.2 21.1
Tremor Video** 583,978 296 8.5 22.4
CBS Interactive 565,511 240 23.1 7.9

*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 February 2013 YouTube partner data revealed that video music channel VEVO maintained the top position in the ranking with 48.2 million viewers. Fullscreen held on to the #2 position with 36.8 million viewers, followed by Maker Studios Inc. with 30.5 million, Warner Music with 26 million and ZEFR (formerly MovieClips) with 23.8 million. Among the top 10 YouTube partners, Machinima demonstrated the highest engagement (61 minutes per viewer), followed by Maker Studios Inc. (42 minutes per viewer). VEVO streamed the greatest number of videos (514 million), followed by Machinima (374 million).

Top YouTube Partner Channels* Ranked by Unique Video Viewers
February 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 48,225 514,450 35.5
Fullscreen @ YouTube 36,849 241,535 19.5
Maker Studios Inc. @ YouTube 30,485 362,790 42.0
Warner Music @ Youtube 26,006 134,858 16.9
ZEFR @ YouTube 23,807 96,030 11.0
Machinima @ YouTube 21,017 374,468 61.4
BroadbandTV @ YouTube 16,816 93,637 16.8
google @ YouTube 14,009 24,697 6.9
UMG @ YouTube 13,691 34,048 7.1
The Orchard @ YouTube 13,200 38,957 7.8

*YouTube Partner Reporting, beginning last month with January 2013 data, gives credit to YouTube Partners for views of their single-claimed user-generated content.

Other notable findings from February 2013 include:

  • 83.3 percent of the U.S. Internet audience viewed online video.
  • The duration of the average online content video was 5.6 minutes, while the average online video ad was 0.4 minutes.
  • Video ads accounted for 23 percent of all videos viewed and 2 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.

Tag: Ad Impressions, Advertising, Engagement, Google, Video, Rankings, , , YouTube