Comscore Releases September 2012 U.S. Online Video Rankings

Maker Studios Inc. Climbs Into #3 Position in YouTube Partner Channels Ranking

RESTON, VA, October 29, 2012– Comscore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today released data from the Comscore Video Metrix service showing that 181 million U.S. Internet users watched more than 39 billion online content videos in September, while video ad views totaled 9.4 billion.

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 September with 150.3 million unique viewers, followed by Yahoo! Sites with 57.4 million, AOL, Inc. with 53.8 million, VEVO with 50.3 million and with 46.4 million. More than 39 billion video content views occurred during the month, with Google Sites generating the highest number at 13.1 billion, followed by AOL, Inc. 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
September 2012
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  181,411 39,355,895 1,399.0
Google Sites 150,287 13,123,205 419.1
Yahoo! Sites 57,386 498,525 49.1
AOL, Inc. 53,806 741,267 39.4
VEVO 50,296 569,787 38.7
FACEBOOK.COM 46,437 233,223 13.6
Grab Media, Inc. 41,027 267,138 44.2
Viacom Digital 40,919 362,148 44.1
NDN 40,470 422,914 75.1
Microsoft Sites 36,721 376,505 42.0
Amazon Sites 31,157 106,758 12.8

*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 9.4 billion video ads in September, with each of the top 5 video ad properties delivering more than 1-billion video ads. Google Sites ranked first with 1.8 billion ads, followed by BrightRoll Video Network with more than 1.3 billion, Hulu with 1.2 billion, with more than 1.1 billion and with 1 billion. Time spent watching video ads totaled 3.4 billion minutes, with BrightRoll Video Network delivering the highest duration of video ads at 681 million minutes. Video ads reached 51 percent of the total U.S. population an average of 60 times during the month. Hulu delivered the highest frequency of video ads to its viewers with an average of 51, while Google Sites delivered an average of 20 ads per viewer.

Top U.S. Online Video Ad Properties Ranked by Video Ads* Viewed
September 2012
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  9,436,158 3,377 60.2 51.0
Google Sites 1,760,636 142 19.6 29.2
BrightRoll Video Network** 1,354,354 681 10.2 43.2
Hulu 1,170,014 456 51.0 7.5
LIVERAIL.COM** 1,153,928 552 12.3 30.6
ADAP.TV† 1,036,873 530 10.8 31.3
Specific Media** 787,025 326 6.8 37.7
Tremor Video** 758,561 360 11.8 20.9
Auditude, Inc.** 744,082 190 13.1 18.5
TubeMogul Video Ad Platform** 539,315 244 7.4 23.8
SpotXchange Video Ad Marketplace† 528,285 287 9.5 18.0

*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

Top 10 YouTube Partner Channels by Unique Viewers

The September 2012 YouTube partner data revealed that video music channel VEVO (48.8 million viewers) maintained the top position in the ranking, followed by Warner Music with 24.4 million. Maker Studios Inc. climbed into the #3 position for the first time with 23.5 million viewers, followed by Machinima with 22.7 million and Fullscreen with 21.2 million. Among the top 10 YouTube partners, Machinima demonstrated the highest engagement (70 minutes per viewer) followed by VEVO (38 minutes per viewer). VEVO streamed the greatest number of videos (545 million), followed by Machinima (449 million).

Top YouTube Partner Channels* Ranked by Unique Video Viewers
September 2012
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 48,794 545,418 38.0
Warner Music @ Youtube 24,355 133,735 18.5
Maker Studios Inc. @ YouTube 23,469 244,977 37.1
Machinima @ YouTube 22,746 449,310 69.9
Fullscreen @ YouTube 21,192 118,590 16.8
ygent @ YouTube 12,583 43,410 12.4
Schmooru @ YouTube 11,548 29,642 8.7
BroadbandTV @ YouTube 10,560 62,872 18.2
Big Frame @ YouTube 8,441 48,649 19.4
Alloy Digital @ YouTube 8,010 34,074 13.0

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

Other notable findings from September 2012 include:

  • 85 percent of the U.S. Internet audience viewed online video.
  • The duration of the average online content video was 6.4 minutes, while the average online video ad was 0.4 minutes.
  • Video ads accounted for 19.3 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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