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Abril 25, 2013

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



 

Tags: Advertising, Audience Analytics, Rankings, , Video