Comscore Releases March 2012 U.S. Online Video Rankings

Video Ad Impressions Reach Record Numbers in March

RESTON, VA, April 19, 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 nearly 37 billion online content videos in March, while video ads topped 8 billion for the first time on record.

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 March with 146.1 million unique viewers, followed by Yahoo! Sites with 60.6 million, VEVO with 51.3 million, with 45.1 million and Viacom Digital with 44.3 million. Nearly 37 billion video views occurred during the month, with Google Sites generating the highest number at 15.7 billion, followed by Hulu with 1 billion and Yahoo! Sites with 815 million. The average viewer watched 21.7 hours of online video content, with Google Sites (7.1 hours) and Hulu (4.6 hours) posting the highest average engagement among the top ten properties.

Top U.S. Online Video Content Properties Ranked by Unique Video Viewers
March 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 181,062 36,984,872 1,304.8
Google Sites 146,097 15,748,884 424.6
Yahoo! Sites 60,609 814,838 72.4
VEVO 51,337 706,291 63.0
Facebook 45,073 247,010 21.3
Viacom Digital 44,251 547,732 63.2
AOL, Inc. 43,701 496,415 50.3
Turner Digital 42,917 288,887 24.8
Microsoft Sites 41,169 494,529 46.7
Comcast NBCUniversal 32,164 178,189 36.9
Hulu 31,104 1,010,527 275.2

*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.

Top 10 Video Ad Properties by Video Ads Viewed

Americans viewed more than 8.3 billion video ads in March, representing an all-time high, with Hulu delivering another month of record video ad views at more than 1.7 billion. Google Sites ranked second with more than 1.2 billion video ads during the month, followed by BrightRoll Video Network with 953 million, with 892 million and Specific Media with more than 775 million. Time spent watching video ads totaled 3.5 billion minutes, with Hulu delivering the highest duration of video ads at 690 million minutes. Video ads reached 51 percent of the total U.S. population an average of 53 times during the month. Hulu delivered the highest frequency of video ads to its viewers with an average of 51, while ESPN delivered an average of 26 ads per viewer.

Top U.S. Online Video Ad Properties Ranked by Video Ads* Viewed
March 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 8,370,492 3,545 53.4 51.2
Hulu 1,754,128 690 50.7 11.3
Google Sites 1,269,465 129 17.2 24.2
BrightRoll Video Network** 953,234 589 8.5 36.4† 892,042 531 12.0 24.3
Specific Media** 775,530 358 8.0 31.6
Tremor Video** 675,983 366 13.6 16.2
ESPN 562,584 206 26.4 7.0
TubeMogul Video Ad Platform** 537,180 185 10.8 16.2
Auditude, Inc.** 466,423 195 10.9 13.9
CBS Interactive 415,652 192 17.8 7.6

*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 March 2012 YouTube partner data revealed that video music channels VEVO (49.1 million viewers) and Warner Music (30.3 million viewers) maintained the top two positions. Gaming channel Machinima ranked third with 22.9 million viewers, followed by Maker Studios Inc. with 14.6 million, FullScreen with 12 million and BroadbandTV with 8.5 million. Among the top 10 YouTube partners, Machinima demonstrated the highest engagement (69 minutes per viewer) followed by VEVO (62.5 minutes per viewer). VEVO streamed the most videos (670 million), followed by Machinima (379 million).

Top YouTube Partner Channels* Ranked by Unique Video Viewers
March 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 49,090 669,867 62.5
Warner Music @ Youtube 30,255 195,883 28.4
Machinima @ YouTube 22,892 378,758 69.0
Maker Studios Inc. @ YouTube 14,635 161,882 47.6
FullScreen @ YouTube 11,956 57,969 20.2
BroadbandTV @ YouTube 8,452 40,246 17.7
Big Frame @ YouTube 8,013 44,325 21.5
Warner Bros (The Ellen Show) @ YouTube 7,372 38,892 21.1
Schmooru @ YouTube 6,991 22,120 15.4
Clevvertv @ YouTube 6,718 13,455 8.1

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

Other notable findings from March 2012 include:

  • 83.5 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 18.5 percent of all videos viewed and 1.5 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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