Comscore Releases October 2012 U.S. Online Video Rankings

BrightRoll Video Network Climbs to #1 in Video Ad Ranking, While CBS Interactive Cracks Top Ten in Video Content Ranking

RESTON, VA, November 15, 2012 – 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 more than 37 billion online content videos in October, while video ad views reached nearly 11 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 October with 153.2 million unique viewers, followed by Yahoo! Sites with 55.3 million, NDN with 53.2 million, VEVO with 53.1 million and AOL, Inc. with 53.1 million. More than 37 billion video content views occurred during the month, with Google Sites generating the highest number at 13 billion, followed by AOL, Inc. with 711 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
October 2012
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

182,574

37,242,927

1,254.4

Google Sites

153,212

13,028,148

399.5

Yahoo! Sites

55,253

496,318

53.1

NDN

53,215

550,884

74.3

VEVO

53,105

628,958

40.5

AOL, Inc.

53,089

711,008

45.6

Facebook.com

47,870

252,934

13.3

Viacom Digital

40,914

391,700

43.8

Microsoft Sites

37,214

432,457

43.8

CBS Interactive

31,805

297,749

59.9

Grab Media, Inc.

31,647

157,946

27.5

*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 11 billion video ads in October, with each of the top 5 video ad properties delivering more than 1-billion video ads. BrightRoll Video Network captured first place with more than 1.8 billion ads, followed by Google Sites with more than 1.7 billion, Hulu with 1.5 billion, Liverail.com with 1.2 billion and Adap.tv with 1.1 billion. Time spent watching video ads totaled 3.8 billion minutes, with BrightRoll Video Network delivering the highest duration of video ads at 897 million minutes. Video ads reached 52 percent of the total U.S. population an average of 68 times during the month. Hulu delivered the highest frequency of video ads to its viewers with an average of 59, while Google Sites delivered an average of 19 ads per viewer.

Top U.S. Online Video Ad Properties Ranked by Video Ads* Viewed
October 2012
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

10,887,079

3,820

68.2

51.9

BrightRoll Video Network**

1,827,703

897

12.0

49.3

Google Sites

1,750,845

140

19.1

29.8

Hulu

1,543,196

618

58.8

8.5

LiveRail.com†

1,241,123

540

12.4

32.6

ADAP.TV†

1,091,077

560

9.7

36.4

Auditude, Inc.**

910,734

220

13.4

22.2

TubeMogul Video Ad Platform†

832,198

372

8.8

30.9

Tremor Video**

790,646

384

9.0

28.5

Specific Media**

766,570

339

6.4

39.2

AdExcite Video Ad Network**

728,123

303

8.0

29.5

*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 October 2012 YouTube partner data revealed that video music channel VEVO maintained the top position in the ranking with 52.2 million viewers. Machinima climbed into the #2 position with 35.1 million viewers, followed by Maker Studios Inc. with 28.9 million, Warner Music with 26.3 million and Fullscreen with 25.1 million. Among the top 10 YouTube partners, Machinima demonstrated the highest engagement (49 minutes per viewer) followed by VEVO (39 minutes per viewer). VEVO streamed the greatest number of videos (603 million), followed by Machinima (521 million).

Top YouTube Partner Channels* Ranked by Unique Video Viewers
October 2012
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

52,183

603,474

39.2

Machinima @ YouTube

35,091

520,903

48.9

Maker Studios Inc. @ YouTube

28,896

295,979

35.8

Warner Music @ Youtube

26,315

139,987

17.5

Fullscreen @ YouTube

25,141

138,436

16.1

BroadbandTV @ YouTube

12,806

72,537

18.0

ygent @ YouTube

11,680

34,846

10.3

Alloy Digital @ YouTube

7,959

37,102

15.3

Rightster @ YouTube

7,579

17,148

6.3

disney abcnews @ YouTube

7,380

14,198

7.1

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

Other notable findings from October 2012 include:

  • 86 percent of the U.S. Internet audience viewed online video.
  • The duration of the average online content video was 6.1 minutes, while the average online video ad was 0.4 minutes.
  • Video ads accounted for 22.6 percent of all videos viewed and 1.6 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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