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 YouTube.com, 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 Facebook.com 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, Liverail.com with more than 1.1 billion and Adap.tv 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 www.comscore.com/companyinfo.

Contact:
Adam Lella
Comscore, Inc.
+1 (312) 775-6474
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