2025 State of Programmatic Report
Machinima YouTube Channel Attracts Nearly 20 Million Viewers in November
RESTON, VA, December 15, 2011 – 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 online video content in November for an average of 20.5 hours per viewer. The total U.S. Internet audience viewed 40.9 billion videos.
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 November with 151.6 million unique viewers, while VEVO ranked second with 55.4 million. Facebook.com ranked third with 50.8 million viewers, followed by Yahoo! Sites with 50.4 million and Viacom Digital with 47.4 million. More than 40 billion videos views occurred during the month, with Google Sites generating the highest number at 20.5 billion. The average viewer watched 20.5 hours of online video content, with Google Sites (7.4 hours) and Hulu (3.3 hours) demonstrating the highest engagement among the top ten properties.
Top U.S. Online Video Content Properties Ranked by Unique Video ViewersNovember 2011Total U.S. – Home/Work/University LocationsContent Videos Only (Ad Videos Not Included)Source: Comscore Video Metrix
Property
Total Unique Viewers (000)
Videos (000)*
Minutes per Viewer
Total Internet : Total Audience
183,160
40,890,925
1,229.2
Google Sites
151,563
20,463,820
444.5
VEVO
55,381
871,672
71.3
Facebook.com
50,797
268,148
19.1
Yahoo! Sites
50,397
518,848
50.7
Viacom Digital
47,431
514,469
56.2
Microsoft Sites
44,715
588,691
43.8
AOL, Inc.
43,399
468,959
52.7
Hulu
31,347
1,048,094
199.3
NBC Universal
29,105
106,914
18.3
Turner Digital
27,816
200,696
30.1
*A video is defined as any streamed segment of audiovisual content, (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.
Top 10 Video Ad Properties by Video Ads Viewed
Americans viewed 7.2 billion video ads in November, with Hulu generating the highest number of video ad impressions at more than 1.3 billion, followed by Tremor Video in second with 1.1 billion. Adap.tv crossed the 1 billion mark for the first time earning the #3 spot, followed by BrightRoll Video Network with 722 million and Specific Media with 513 million. Time spent watching video ads totaled more than 3 billion minutes during the month, with Tremor Video delivering the highest duration of video ads at 594 million minutes. Video ads reached 53 percent of the total U.S. population an average of 45 times during the month. Hulu delivered the highest frequency of video ads to its viewers with an average of 44.
Top U.S. Online Video Ad Properties Ranked by Video Ads* ViewedNovember 2011Total U.S. – Home/Work/University LocationsAd Videos Only (Content Videos Not Included)Source: Comscore Video Metrix
Video Ads (000)
Total Ad Minutes (MM)
Frequency (Ads per Viewer)
% Reach Total U.S. Population
7,213,918
3,080
45.4
52.4
1,320,504
565
44.4
9.8
Tremor Video**
1,076,607
594
16.7
21.2
Adap.tv†
1,004,273
551
12.6
26.3
BrightRoll Video Network**
721,863
449
8.0
29.8
Specific Media**
512,882
247
6.1
27.8
CBS Interactive
395,760
163
16.3
TubeMogul Video Ad Platform**
360,191
177
6.6
18.1
350,353
136
8.7
13.3
346,828
208
7.9
14.5
SpotXchange Video Ad Marketplace**
296,814
170
10.0
Note: In November 2011 Video Metrix data, TIDAL.TV (now known as Videology) was inadvertently omitted from the data due to a processing error. This issue will be corrected with December 2011 data and the entity will be reported under its new name, Videology.*Video ads include streaming-video advertising only and do not include other types of video monetization, such as overlays, branded players, matching banner ads, homepage ads, etc.**Indicates video ad network†Indicates video ad exchange
Top 10 YouTube Partner Channels by Unique Viewers
The November 2011 YouTube partner data revealed that video music channels VEVO (53.4 million viewers) and Warner Music (31.1 million viewers) maintained the top two positions. Gaming channel Machinima ranked third with 19.6 million viewers, followed by Schmooru with 12.4 million, Maker Studios with 9.3 million and disney jimmykimmel with 8.8 million. Among the top 10 YouTube partners, VEVO demonstrated the highest engagement (71.1 minutes per viewer) and highest number of videos viewed (845 million), while Machinima exhibited the second highest engagement (68.5 minutes per viewer) and number of videos viewed (327 million).
Top YouTube Partner Channels* Ranked by Unique Video ViewersNovember 2011Total U.S. – Home/Work/University LocationsContent Videos Only (Ad Videos Not Included)Source: Comscore Video Metrix
Videos (000)
VEVO @ YouTube
53,364
845,459
71.1
Warner Music @ YouTube
31,108
211,341
29.0
Machinima @ YouTube
19,614
327,121
68.5
Schmooru @ YouTube
12,418
68,718
22.7
Maker Studios @ YouTube
9,302
77,595
31.8
disney jimmykimmel @ YouTube
8,847
15,807
9.1
FullScreen @ YouTube
8,617
36,099
Demand Media @ YouTube
7,406
20,318
9.6
BigFrame @ YouTube
6,913
32,511
17.9
IGN @ YouTube
6,604
27,938
18.4
*YouTube Partner Reporting based on online video content viewing and does not include claimed user-generated content
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Other notable findings from November 2011 include:
About ComscoreComscore, 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 LellaComscore, Inc.+1 (312) 775-6474press@comscore.com