Comscore Releases November 2011 U.S. Online Video Rankings

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, ranked as the top online video content property in November with 151.6 million unique viewers, while VEVO ranked second with 55.4 million. 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 Viewers
November 2011
Total U.S. – Home/Work/University 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 183,160 40,890,925 1,229.2
Google Sites 151,563 20,463,820 444.5
VEVO 55,381 871,672 71.3 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. 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* Viewed
November 2011
Total U.S. – Home/Work/University 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 7,213,918 3,080 45.4 52.4
Hulu 1,320,504 565 44.4 9.8
Tremor Video** 1,076,607 594 16.7 21.2† 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 8.0
TubeMogul Video Ad Platform** 360,191 177 6.6 18.1
Microsoft Sites 350,353 136 8.7 13.3
AOL, Inc. 346,828 208 7.9 14.5
SpotXchange Video Ad Marketplace** 296,814 170 10.0 9.8

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 Viewers
November 2011
Total U.S. – Home/Work/University Locations
Content Videos Only (Ad Videos Not Included)
Source: Comscore Video Metrix
Property Total Unique Viewers (000) Videos (000) Minutes per Viewer
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 16.7
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:

  • 85.9 percent of the U.S. Internet audience viewed online video.
  • The duration of the average online content video was 5.5 minutes, while the average online video ad was 0.4 minutes.
  • Video ads accounted for 15.0 percent of all videos viewed and 1.3 percent of all minutes spent viewing video online.

About Comscore
Comscore, Inc. (NASDAQ: SCOR) is a global leader in measuring the digital world and preferred source of digital business analytics. For more information, please visit

Adam Lella
Comscore, Inc.
+1 (312) 775-6474


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