Comscore Releases August 2011 U.S. Online Video Rankings

Announcing Debut of Official YouTube Partner Rankings Now Available in Video Metrix

RESTON, VA, September 22, 2011 – Comscore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today released data from the Comscore Video Metrix service showing that 180 million U.S. Internet users watched online video content in August for an average of 18 hours per viewer. The total U.S. Internet audience engaged in a record 6.9 billion viewing sessions.

YouTube Partner Rankings Now Fully Released in Video Metrix

August marks the first month of official rankings for Comscore YouTube Partner Reporting within the Video Metrix offering, for a never-before-seen comparison of viewership across thousands of YouTube partners and their channels. This offering provides a comprehensive and granular view of the unique audiences within different YouTube partner channels, enabling advertisers to more-easily create and optimize campaigns across specific channels to reach desired target audiences.

The data revealed that video music channels VEVO (60.6 million viewers) and Warner Music (30.9 million viewers) assumed the top two positions. Gaming channel Machinima ranked third with 17.7 million viewers, followed by Maker Studios with 10 million, Demand Media with 8.4 million and Revision3 with 6.6 million. Within the top 10 partners, TheGameStation demonstrated the highest engagement with 76.5 minutes per viewer on average. Machinima was a close second on average engagement at 72.6 minutes per viewer, while accounting for the second most videos viewed (289 million) after VEVO. Interestingly, 68.1 percent of Machinima viewers were male and 70.3 percent were under the age of 35.

Top YouTube Partner Channels* Ranked by Unique Video Viewers
August 2011
Total U.S. – Home/Work/University Locations
Source: Comscore Video Metrix
Property Total Unique Viewers (000) Videos Viewed (000) Minutes per Viewer
VEVO @ YouTube 60,558 788,315 59.9
Warner Music @ Youtube 30,929 197,574 29.1
Machinima @ YouTube 17,679 289,201 72.6
Maker Studios @ YouTube 9,960 89,271 37.6
Demand Media @ YouTube 8,385 26,288 10.9
Revision3 @ YouTube 6,563 23,150 16.5
Associated Press (AP) @ YouTube 5,696 11,492 7.4
Clevvertv @ YouTube 5,445 11,858 8.6
FullScreen @ YouTube 5,311 19,524 15.4
IGN @ YouTube 5,096 18,570 15.9

*YouTube Partner Reporting based on online video content viewing and does not include
claimed user-generated content

For more information about Comscore Video Metrix YouTube Partner Reporting, please visit or email

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 August with 162 million unique viewers, while VEVO ranked second with 62.3 million. remained at the #3 position with 51.7 million viewers, followed by Viacom Digital with 49.9 million and Microsoft Sites with 46.4 million. Total viewing sessions reached another all-time high in August at 6.9 billion, with Google Sites generating the highest number of viewing sessions (3.5 billion). The average viewer watched 18 hours of online video content during the course of the month, with Google Sites (5.7 hours) and Hulu (3.2 hours) demonstrating the highest engagement.

Top U.S. Online Video Content Properties Ranked by Unique Video Viewers
August 2011
Total U.S. – Home/Work/University Locations
Source: Comscore Video Metrix
Property Total Unique Viewers (000) Viewing Sessions (000) Minutes per Viewer
Total Internet : Total Audience 180,379 6,908,009 1,080.0
Google Sites 162,050 3,536,489 343.5
VEVO 62,285 519,702 60.9 51,651 186,106 17.6
Viacom Digital 49,906 317,001 67.6
Microsoft Sites 46,436 250,741 45.2
Yahoo! Sites 45,475 237,973 46.3
AOL, Inc. 40,671 260,666 54.7
Turner Digital 33,040 130,131 31.0
Hulu 26,413 166,500 192.4
NBC Universal 24,994 71,491 14.6

Top 10 Video Ad Properties by Video Ads Viewed

Americans viewed more than 5.6 billion video ads in August, with Hulu generating the highest number of video ad impressions at 996 million. Tremor Video ranked second overall (and highest among video ad exchanges/networks) with 764 million ad views, followed by (720 million) and BrightRoll Video Network (603 million). Time spent watching video ads totaled more than 2.5 billion minutes during the month, with Hulu delivering the highest duration of video ads at 426 million minutes. Video ads reached 50 percent of the total U.S. population an average of 37.6 times during the month. Hulu delivered the highest frequency of video ads to its viewers with an average of 38.1.

Top U.S. Online Video Ad Properties Ranked by Video Ads* Viewed
August 2011
Total U.S. – Home/Work/University Locations
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 5,660,055 2,567 37.6 49.9%
Hulu 995,610 426 38.1 8.6%
Tremor Video** 763,802 425 12.9 19.6%† 720,079 413 12.0 19.9%
BrightRoll Video Network** 602,751 358 7.6 26.3%
Specific Media** 494,775 248 7.0 23.3%** 442,506 259 7.3 20.2%
Auditude, Inc.** 349,919 210 8.6 13.5%
Viacom Digital 320,360 139 13.1 8.1%
SpotXchange Video Ad Marketplace** 289,128 178 8.0 12.0%
Microsoft Sites 247,651 110 9.7 8.4%

*Video ads include streaming-video advertising only and do not include other types of
video monetization, such as overlays, branded players, matching banner ads,
homepage ads, etc.
**Indicates video ad network
†Indicates video ad exchange

Other notable findings from August 2011 include:

  • 85.8 percent of the U.S. Internet audience viewed online video.
  • The duration of the average online content video was 5.3 minutes, while the average online video ad was 0.5 minutes.
  • Video ads accounted for 13.4 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