The State of Social Media
Video Ad Views Surpass 13 Billion Threshold for the First Time
RESTON, VA, April 25, 2013 – Comscore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today released data from the Comscore Video Metrix service showing that 182.5 million Americans watched 39.3 billion online content videos in March, while the number of video ad views reached an all-time high at 13.2 billion.
Top 10 Video Content Properties by Unique Viewers
Google Sites, driven primarily by video viewing at YouTube.com, ranked as the top online video content property in March with 153.9 million unique viewers, followed by Facebook with 63.8 million, VEVO with 52 million, Yahoo! Sites with 50.3 million and Viacom Digital with 43.8 million. More than 39 billion video content views occurred during the month, with Google Sites generating the highest number at 12.8 billion and Facebook reaching an all-time high for the second consecutive month with nearly 706 million. Google Sites had 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.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 a record 13.2 billion video ads in March, with Google Sites ranking first with 2.3 billion ads. BrightRoll Platform came in second with 2.2 billion, followed by Adap.tv with 1.8 billion, LiveRail.com with 1.6 billion and Hulu with 1.6 billion. Time spent watching video ads totaled 5 billion minutes, with BrightRoll Platform delivering the highest duration of video ads at 1.2 billion minutes. Video ads reached 52 percent of the total U.S. population an average of 82 times during the month. Hulu delivered the highest frequency of video ads to its viewers with an average of 66.
*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/DSP/SSP
Top 10 YouTube Partner Channels by Unique Viewers
The March 2013 YouTube partner data revealed that video music channel VEVO maintained the top position in the ranking with 50.8 million viewers. Fullscreen held on to the #2 position with 40.1 million viewers, followed by Maker Studios Inc. with 33 million, Warner Music with 32.5 million and ZEFR (formerly MovieClips) with 26.5 million. Among the top 10 YouTube partners, Machinima demonstrated the highest engagement (61 minutes per viewer), followed by Maker Studios Inc. (47 minutes per viewer). VEVO streamed the greatest number of videos (558 million), followed by Maker Studios Inc. (442 million).
*YouTube Partner Reporting, beginning last month with January 2013 data, gives credit to YouTube Partners for views of their single-claimed user-generated content.
Other notable findings from March 2013 include:
About ComscoreComscore, Inc. (NASDAQ: SCOR) is a global leader in digital measurement and analytics, delivering insights on web, mobile and TV consumer behavior that enable clients to maximize the value of their digital investments. For more information, please visit www.comscore.com/companyinfo.
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