The State of Social Media
Number of Video Ad Views Surpasses 10 Billion for First Time on Record
RESTON, VA, June 18, 2012 – Comscore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today released data from the Comscore Video Metrix service showing that more than 180 million U.S. Internet users watched 36.6 billion online content videos in May. Video ads posted another month of record-breaking gains, surpassing the 10-billion mark for the first time on record.
Top 10 Video Content Properties by Unique ViewersGoogle Sites, driven primarily by video viewing at YouTube.com, ranked as the top online video content property in May with 151.7 million unique viewers, followed by Yahoo! Sites with 57.8 million, VEVO with 48.3 million, Microsoft Sites with 44.4 million and Facebook.com with 44.3 million. Nearly 36.6 billion video content views occurred during the month, with Google Sites generating the highest number at 17.6 billion, followed by Hulu with 888 million and Yahoo! Sites with 845 million. The average viewer watched 21.9 hours of online video content, with Google Sites (7.7 hours) and Hulu (4.2 hours) earning the highest average engagement among the top ten properties.
*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 ViewedAmericans viewed an all-time high of 10 billion video ads in May. Hulu ranked first with more than 1.6 billion video ads delivered, followed by Google Sites with nearly 1.4 billion, BrightRoll Video Network with 1.1 billion, Adap.tv with 966 million and TubeMogul Video Ad Platform with 897 million. Time spent watching video ads totaled 4.5 billion minutes, with Hulu delivering the highest duration of video ads at 725 million minutes. Video ads reached 52 percent of the total U.S. population an average of 64 times during the month. Hulu delivered the highest frequency of video ads to its viewers with an average of 56, while ESPN delivered an average of 29 ads per viewer.
*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 May 2012 YouTube partner data revealed that video music channels VEVO (47.6 million viewers) and Warner Music (27.7 million viewers) maintained the top two positions. Gaming channel Machinima ranked third with 23.5 million viewers, followed by Maker Studios Inc. with 16.2 million, FullScreen with 14.1 million and BroadbandTV with 8.1 million. Among the top 10 YouTube partners, Machinima demonstrated the highest engagement (66 minutes per viewer) followed by VEVO (55 minutes per viewer). VEVO streamed the most videos (618 million), followed by Machinima (388 million).
*YouTube Partner Reporting based on online video content viewing and does not include claimed user-generated content
Other notable findings from May 2012 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.
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