Comscore Releases January 2014 U.S. Online Video Rankings
SpotXchange Captures Top Spot in Ad Ranking, Serves the Most Video Ads in January
RESTON, VA, February 21, 2014 – Comscore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today released data from the Comscore Video Metrix service showing that 183.8 million Americans watched 48.7 billion online content videos in January, while the number of video ad views totaled 26.9 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 January with 157.6 million unique viewers. Facebook ranked #2 with 84.9 million viewers, followed by AOL, Inc. with 60.6 million, NDN with 51.4 million and Yahoo Sites with 44.9 million. Nearly 48.7 billion video content views occurred during the month, with Google Sites generating the highest number at 12.6 billion, followed by Facebook with 5 billion and AOL, Inc. with 1.2 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 | |||
Property | Total Unique Viewers (000) | Videos (000)* | Minutes per Viewer |
Total Internet : Total Audience | 183,778 | 48,682,572 | 1,155.3 |
Google Sites | 157,585 | 12,617,013 | 328.3 |
84,859 | 4,988,919 | 83.5 | |
AOL, Inc. | 60,590 | 1,225,725 | 61.7 |
NDN | 51,353 | 573,307 | 73.1 |
Yahoo Sites | 44,897 | 384,092 | 59.1 |
Vimeo | 41,676 | 203,873 | 31.9 |
Amazon Sites | 38,618 | 185,026 | 22.5 |
Microsoft Sites | 38,459 | 641,217 | 40.7 |
VEVO | 36,805 | 612,936 | 48.5 |
ZEFR | 31,369 | 168,956 | 12.8 |
*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 26.9 billion video ads in January, with SpotXchange Video Ad Marketplace capturing the #1 position with 3.5 billion ad impressions. AOL, Inc. came in second with 2.9 billion ads, followed by Google Sites with 2.9 billion, Live Rail with 2.4 billion and BrightRoll Platform with 2.3 billion. Time spent watching video ads totaled 10 billion minutes, with AOL, Inc. delivering the highest duration of video ads at nearly 1.3 billion minutes. Video ads reached 52.6 percent of the total U.S. population an average of 165 times during the month. Hulu delivered the highest frequency of video ads to its viewers with an average of 81.
Top U.S. Online Video Ad Properties Ranked by Video Ads* Viewed | ||||
Property | Video Ads (000) | Total Ad Minutes (MM) | Frequency (Ads per Viewer) | % Reach Total U.S. Population |
Total Internet : Total Audience | 26,907,310 | 10,041 | 164.6 | 52.6 |
SpotXchange Video Ad Marketplace† | 3,461,166 | 1,113 | 26.9 | 41.5 |
AOL, Inc. (including Adap.tv) | 2,916,947 | 1,316 | 19.0 | 49.6 |
Google Sites | 2,903,087 | 286 | 27.3 | 34.2 |
Live Rail† | 2,418,272 | 1,023 | 16.4 | 47.6 |
BrightRoll Platform**† | 2,298,960 | 1,098 | 14.1 | 52.6 |
TubeMogul Video Ad Platform† | 1,825,644 | 587 | 17.3 | 34.0 |
Specific Media** | 1,354,872 | 513 | 9.6 | 45.3 |
Hulu | 1,173,975 | 466 | 80.8 | 4.7 |
Tremor Video** | 887,532 | 418 | 8.5 | 33.8 |
Videology† | 518,542 | 245 | 7.1 | 23.6 |
*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 January 2014 YouTube partner data revealed that video music channel VEVO maintained the top position in the ranking with 36.1 million viewers. ZEFR climbed into the #2 spot with 31.4 million unique viewers, followed by Fullscreen with 26.4 million, Maker Studios Inc. with 25.8 million and Warner Music with 22.6 million. Among the top 10 YouTube partners, Maker Studios Inc. demonstrated the highest engagement (63 minutes per viewer), followed by VEVO (49 minutes per viewer). VEVO streamed the greatest number of videos (603 million), followed by Maker Studios Inc. (535 million).
Top YouTube Partner Channels Ranked by Unique Video Viewers | |||
Property | Total Unique Viewers (000) | Videos (000) | Minutes per Viewer |
VEVO @ YouTube | 36,088 | 603,240 | 48.8 |
ZEFR @ YouTube | 31,361 | 168,894 | 12.8 |
Fullscreen @ YouTube | 26,412 | 376,739 | 40.6 |
Maker Studios Inc. @ YouTube | 25,790 | 534,962 | 63.4 |
Warner Music @ YouTube | 22,559 | 154,601 | 19.1 |
UMG @ YouTube | 19,157 | 71,188 | 10.5 |
warnerbros vfp @ YouTube | 18,200 | 53,972 | 5.4 |
The Orchard @ YouTube | 18,029 | 75,590 | 11.3 |
rumblefish @ YouTube | 17,476 | 47,476 | 7.1 |
GEICO @ YouTube | 14,114 | 36,177 | 3.3 |
Other notable findings from January 2014 include:
- 85.1 percent of the U.S. Internet audience viewed online video.
- The duration of the average online content video was 4.4 minutes, while the average online video ad was 0.4 minutes.
- Video ads accounted for 35.6 percent of all videos viewed and 4.5 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.