Comscore Releases July 2013 U.S. Online Video Rankings
Google Sites Audience Swells 6 Percent to 168 Million in July
RESTON, VA, August 19, 2013 – Comscore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today released data from the Comscore Video Metrix service showing that 187 million Americans watched more than 48 billion online content videos in July, while the number of video ad views totaled 19.6 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 July with 167.9 million unique viewers (up 6 percent since June), followed by Facebook with 61.3 million, AOL, Inc. with 57.9 million, VEVO with 49.6 million and Microsoft Sites with 49.6 million. More than 48 billion video content views occurred during the month, with Google Sites generating the highest number at nearly 17.7 billion, followed by AOL, Inc. with 793 million and Facebook 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 | |||
Property | Total Unique Viewers (000) | Videos (000)* | Minutes per Viewer |
Total Internet : Total Audience | 187,430 | 48,466,326 | 1,353.8 |
Google Sites | 167,894 | 17,717,106 | 544.0 |
61,320 | 741,336 | 21.6 | |
AOL, Inc. | 57,857 | 792,719 | 50.1 |
VEVO | 49,635 | 613,794 | 42.1 |
Microsoft Sites | 49,610 | 668,442 | 34.0 |
NDN | 49,142 | 560,024 | 92.3 |
Yahoo! Sites | 42,043 | 324,436 | 76.7 |
Viacom Digital | 39,721 | 446,401 | 48.1 |
Amazon Sites | 37,990 | 146,291 | 26.0 |
Turner Digital | 30,627 | 254,803 | 38.5 |
*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 19.6 billion video ads in July, with Google Sites ranking #1 with 3.4 billion ad impressions. BrightRoll Platform came in second with 2.1 billion ads, followed by Adap.tv with 2.1 billion, LiveRail.com with 1.8 billion and Specific Media with 1.4 billion. Time spent watching video ads totaled 7.4 billion minutes, with BrightRoll Platform and Adap.tv delivering the highest duration of video ads at 1 billion minutes each. Video ads reached 55 percent of the total U.S. population an average of 114 times during the month. Hulu delivered the highest frequency of video ads to its viewers with an average of 69.
Top U.S. Online Video Ad Properties Ranked by Video Ads* Viewed | ||||
Property | Video Ads (000) | Total Ad Minutes (MM) | Frequency (Ads per Viewer) | % Reach Total U.S. Population |
Total Internet : Total Audience | 19,600,333 | 7,428 | 114.3 | 55.4 |
Google Sites | 3,395,788 | 319 | 29.8 | 36.8 |
BrightRoll Platform**† | 2,115,799 | 1,032 | 12.8 | 53.6 |
ADAP.TV† | 2,092,012 | 1,012 | 17.0 | 39.7 |
LIVERAIL.COM† | 1,827,670 | 618 | 25.7 | 23.0 |
Specific Media** | 1,395,294 | 537 | 13.4 | 33.6 |
TubeMogul Video Ad Platform† | 1,280,360 | 393 | 14.6 | 28.4 |
Hulu | 1,161,485 | 447 | 69.2 | 5.4 |
Tremor Video** | 751,397 | 364 | 11.5 | 21.0 |
NDN | 725,758 | 199 | 16.1 | 14.6 |
Videology† | 624,326 | 230 | 9.0 | 22.4 |
*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 July 2013 YouTube partner data revealed that video music channel VEVO maintained the top position in the ranking with 47.6 million viewers. Fullscreen held on to the #2 position with 34.5 million viewers, followed by Maker Studios Inc. with 28.6 million, Warner Music with 27.6 million and ZEFR (formerly MovieClips) with 26.5 million. Among the top 10 YouTube partners, Machinima demonstrated the highest engagement (76 minutes per viewer), followed by Maker Studios Inc. (92 minutes per viewer). VEVO streamed the greatest number of videos (582 million), followed by Maker Studios Inc. (531 million).
Top YouTube Partner Channels* Ranked by Unique Video Viewers | |||
Property | Total Unique Viewers (000) | Videos (000) | Minutes per Viewer |
VEVO @ YouTube | 47,635 | 581,895 | 40.6 |
Fullscreen @ YouTube | 34,465 | 353,275 | 32.7 |
Maker Studios Inc. @ YouTube | 28,594 | 530,738 | 69.6 |
Warner Music @ YouTube | 27,648 | 164,463 | 19.1 |
ZEFR @ YouTube | 26,473 | 136,972 | 14.3 |
The Orchard @ YouTube | 22,129 | 86,843 | 11.4 |
Machinima @ YouTube | 18,177 | 417,479 | 91.8 |
UMG @ YouTube | 16,948 | 56,890 | 9.6 |
BroadbandTV @ YouTube | 16,033 | 136,400 | 28.1 |
SonyBMG @ YouTube | 13,987 | 39,669 | 8.3 |
Other notable findings from July 2013 include:
- 86.6 percent of the U.S. Internet audience viewed online video.
- The duration of the average online content video was 5.2 minutes, while the average online video ad was 0.4 minutes.
- Video ads accounted for 28.8 percent of all videos viewed and 2.8 percent of all minutes spent viewing video online.
About Comscore
Comscore, 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.