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Agosto 19, 2013

comScore Releases July 2013 U.S. Online Video Rankings

Google Sites Audience Swells 6 Percent to 168 Million in July

RESTON, VA, August 19, 2013  – comScore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today released data from the comScore Video Metrix service showing that 187 million Americans watched more than 48 billion online content videos in July, while the number of video ad views totaled 19.6 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 July with 167.9 million unique viewers (up 6 percent since June), followed by Facebook with 61.3 million, AOL, Inc. with 57.9 million, VEVO with 49.6 million and Microsoft Sites with 49.6 million. More than 48 billion video content views occurred during the month, with Google Sites generating the highest number at nearly 17.7 billion, followed by AOL, Inc. with 793 million and Facebook with 741 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
July 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  187,430 48,466,326 1,353.8
Google Sites 167,894 17,717,106 544.0
Facebook 61,320 741,336 21.6
AOL, Inc. 57,857 792,719 50.1
VEVO 49,635 613,794 42.1
Microsoft Sites 49,610 668,442 34.0
NDN 49,142 560,024 92.3
Yahoo! Sites 42,043 324,436 76.7
Viacom Digital 39,721 446,401 48.1
Amazon Sites 37,990 146,291 26.0
Turner Digital 30,627 254,803 38.5

*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 19.6 billion video ads in July, with Google Sites ranking #1 with 3.4 billion ad impressions. BrightRoll Platform came in second with 2.1 billion ads, followed by Adap.tv with 2.1 billion, LiveRail.com with 1.8 billion and Specific Media with 1.4 billion. Time spent watching video ads totaled 7.4 billion minutes, with BrightRoll Platform and Adap.tv delivering the highest duration of video ads at 1 billion minutes each. Video ads reached 55 percent of the total U.S. population an average of 114 times during the month. Hulu delivered the highest frequency of video ads to its viewers with an average of 69.

Top U.S. Online Video Ad Properties Ranked by Video Ads* Viewed
July 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  19,600,333 7,428 114.3 55.4
Google Sites 3,395,788 319 29.8 36.8
BrightRoll Platform**† 2,115,799 1,032 12.8 53.6
ADAP.TV† 2,092,012 1,012 17.0 39.7
LIVERAIL.COM† 1,827,670 618 25.7 23.0
Specific Media** 1,395,294 537 13.4 33.6
TubeMogul Video Ad Platform† 1,280,360 393 14.6 28.4
Hulu 1,161,485 447 69.2 5.4
Tremor Video** 751,397 364 11.5 21.0
NDN 725,758 199 16.1 14.6
Videology† 624,326 230 9.0 22.4

*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 July 2013 YouTube partner data revealed that video music channel VEVO maintained the top position in the ranking with 47.6 million viewers. Fullscreen held on to the #2 position with 34.5 million viewers, followed by Maker Studios Inc. with 28.6 million, Warner Music with 27.6 million and ZEFR (formerly MovieClips) with 26.5 million. Among the top 10 YouTube partners, Machinima demonstrated the highest engagement (76 minutes per viewer), followed by Maker Studios Inc. (92 minutes per viewer). VEVO streamed the greatest number of videos (582 million), followed by Maker Studios Inc. (531 million).

Top YouTube Partner Channels* Ranked by Unique Video Viewers
July 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 47,635 581,895 40.6
Fullscreen @ YouTube 34,465 353,275 32.7
Maker Studios Inc. @ YouTube 28,594 530,738 69.6
Warner Music @ YouTube 27,648 164,463 19.1
ZEFR @ YouTube 26,473 136,972 14.3
The Orchard @ YouTube 22,129 86,843 11.4
Machinima @ YouTube 18,177 417,479 91.8
UMG @ YouTube 16,948 56,890 9.6
BroadbandTV @ YouTube 16,033 136,400 28.1
SonyBMG @ YouTube 13,987 39,669 8.3

Other notable findings from July 2013 include:

  • 86.6 percent of the U.S. Internet audience viewed online video.
  • The duration of the average online content video was 5.2 minutes, while the average online video ad was 0.4 minutes.
  • Video ads accounted for 28.8 percent of all videos viewed and 2.8 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