Comscore Releases July 2012 U.S. Online Video Rankings

Machinima Captures #2 Position in YouTube Partner Channel Rankings for the First Time

RESTON, VA, August 17, 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 184 million U.S. Internet users watched 36.9 billion online content videos in July, while video ad views totaled 9.6 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 July with 157 million unique viewers, followed by with 53 million, Yahoo! Sites with 48.7 million, VEVO with 44.8 million and Microsoft Sites with 42.7 million. Nearly 36.9 billion video content views occurred during the month, with Google Sites generating the highest number at 19.6 billion, followed by AOL, Inc. with 665 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
July 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 184,182 36,877,798 1,336.8
Google Sites 156,999 19,586,510 525.0 53,045 327,801 21.7
Yahoo! Sites 48,693 625,077 70.4
VEVO 44,844 597,107 46.1
Microsoft Sites 42,677 483,280 43.9
AOL, Inc. 39,774 664,568 69.7
Viacom Digital 37,029 420,762 51.3
NDN 35,129 391,699 89.7
Amazon Sites 28,480 99,163 21.2
Turner Digital 24,611 244,887 40.4

*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 9.6 billion video ads in July, with each of the top 4 video ad properties delivering more than 1-billion video ads. Google Sites ranked first with 1.5 billion ads, followed by Hulu with 1.2 billion, with 1.1 billion, SpotXchange Video Ad Marketplace with 1 billion and TubeMogul Video Ad Platform with 830 million. Time spent watching video ads totaled 3.9 billion minutes, with delivering the highest duration of video ads at 627 million minutes. Video ads reached 52 percent of the total U.S. population an average of 61 times during the month. Hulu delivered the highest frequency of video ads to its viewers with an average of 46, while ESPN delivered an average of 26 ads per viewer.

Top U.S. Online Video Ad Properties Ranked by Video Ads* Viewed
July 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 9,607,191 3,902 60.7 51.6
Google Sites 1,521,328 166 19.8 25.0
Hulu 1,221,599 521 46.4 8.6† 1,132,977 627 18.2 20.3
SpotXchange Video Ad Marketplace† 1,050,727 547 23.8 14.4
TubeMogul Video Ad Platform** 830,406 275 14.3 18.9
Tremor Video** 701,176 368 14.2 16.1
Specific Media** 694,487 321 7.5 30.3
Auditude, Inc.** 677,243 230 13.6 16.3
ESPN 454,946 159 26.1 5.7
AOL, Inc. 383,675 193 10.3 12.2

Note: In July 2012 U.S. Video Metrix data, the BrightRoll Video Network property had an implementation error with its video tags, and so its data has not been included in this press release.
*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 July 2012 YouTube partner data revealed that video music channel VEVO (43.9 million viewers) maintained the top position in the ranking. Gaming channel Machinima captured the #2 spot for the first time in July with 25.3 million viewers, followed by Warner Music with 24.9 million and Maker Studios with 20.4 million. Among the top 10 YouTube partners, Machinima demonstrated the highest engagement (83 minutes per viewer) followed by Maker Studios (45 minutes per viewer). VEVO streamed the greatest number of videos (571 million), followed by Machinima (564 million).

Top YouTube Partner Channels* Ranked by Unique Video Viewers
July 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 43,861 570,569 44.7
Machinima @ YouTube 25,311 563,860 83.3
Warner Music @ Youtube 24,945 151,088 19.7
Maker Studios @ YouTube 20,404 255,433 45.4
Fullscreen @ YouTube 17,323 102,149 19.2
BroadbandTV @ YouTube 9,814 55,985 17.0
Alloy @ YouTube 7,693 41,511 18.9
Big Frame @ YouTube 7,403 43,342 18.0
MOVIECLIPS @ YouTube 7,239 19,230 7.0
IGN @ YouTube 6,694 36,704 17.9

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

Other notable findings from July 2012 include:

  • 85.5 percent of the U.S. Internet audience viewed online video.
  • The duration of the average online content video was 6.7 minutes, while the average online video ad was 0.4 minutes.
  • Video ads accounted for 20.7 percent of all videos viewed and 1.6 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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