Comscore Releases March 2013 U.S. Online Video Rankings

Video Ad Views Surpass 13 Billion Threshold for the First Time

RESTON, VA, April 25, 2013 – Comscore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today released data from the Comscore Video Metrix service showing that 182.5 million Americans watched 39.3 billion online content videos in March, while the number of video ad views reached an all-time high at 13.2 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 March with 153.9 million unique viewers, followed by Facebook with 63.8 million, VEVO with 52 million, Yahoo! Sites with 50.3 million and Viacom Digital with 43.8 million. More than 39 billion video content views occurred during the month, with Google Sites generating the highest number at 12.8 billion and Facebook reaching an all-time high for the second consecutive month with nearly 706 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
March 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

182,497

39,307,991

1,202.6

Google Sites

153,924

12,777,222

397.1

Facebook

63,821

705,602

25.0

VEVO

51,986

585,213

36.8

Yahoo! Sites

50,303

371,667

59.1

Viacom Digital

43,834

456,070

43.0

NDN

43,181

510,518

85.4

AOL, Inc.

40,515

724,365

59.4

Amazon Sites

37,155

133,384

16.0

Microsoft Sites

35,168

465,884

42.3

Turner Digital

32,392

275,692

48.2

*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 a record 13.2 billion video ads in March, with Google Sites ranking first with 2.3 billion ads. BrightRoll Platform came in second with 2.2 billion, followed by Adap.tv with 1.8 billion, LiveRail.com with 1.6 billion and Hulu with 1.6 billion. Time spent watching video ads totaled 5 billion minutes, with BrightRoll Platform delivering the highest duration of video ads at 1.2 billion minutes. Video ads reached 52 percent of the total U.S. population an average of 82 times during the month. Hulu delivered the highest frequency of video ads to its viewers with an average of 66.

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

13,184,801

5,036

82.1

52.0

Google Sites

2,317,900

197

23.2

32.3

BrightRoll Platform**

2,238,212

1,151

14.4

50.4

Adap.tv†

1,782,583

802

14.1

41.0

LiveRail.com†

1,616,840

589

19.9

26.3

Hulu

1,590,257

612

65.6

7.9

Specific Media**

1,294,701

495

11.4

36.8

Tremor Video**

857,251

424

10.3

26.9

Auditude, Inc.**

846,159

186

14.0

19.6

TubeMogul Video Ad Platform†

833,264

270

10.0

27.0

CBS Interactive

633,260

260

20.7

9.9

*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 March 2013 YouTube partner data revealed that video music channel VEVO maintained the top position in the ranking with 50.8 million viewers. Fullscreen held on to the #2 position with 40.1 million viewers, followed by Maker Studios Inc. with 33 million, Warner Music with 32.5 million and ZEFR (formerly MovieClips) with 26.5 million. Among the top 10 YouTube partners, Machinima demonstrated the highest engagement (61 minutes per viewer), followed by Maker Studios Inc. (47 minutes per viewer). VEVO streamed the greatest number of videos (558 million), followed by Maker Studios Inc. (442 million).

Top YouTube Partner Channels* Ranked by Unique Video Viewers
March 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

50,756

558,104

35.6

Fullscreen @ YouTube

40,105

298,716

22.8

Maker Studios Inc. @ YouTube

32,994

442,175

47.2

Warner Music @ Youtube

32,463

184,710

18.2

ZEFR @ YouTube

26,492

117,654

12.6

Machinima @ YouTube

24,438

438,286

61.2

IODA @ YouTube

23,369

89,310

10.5

NBC Entertainment @ YouTube

21,856

72,912

4.8

UMG @ YouTube

21,163

75,560

9.8

BroadbandTV @ YouTube

18,395

113,334

19.2

*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 March 2013 include:

  • 84.5 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 25.1 percent of all videos viewed and 2.2 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.

Contact:
Adam Lella
Comscore, Inc.
+1 (312) 775-6474
press@comscore.com



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