Online Video Content Reaches All-Time High of 188 Million Viewers
RESTON, VA – comScore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, released data from the comScore Video Metrix service showing that an all-time high of 188 million U.S. Internet users watched 37.7 billion online content videos in August, while video ad views totaled 9.5 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 August with 150.2 million unique viewers, followed by Yahoo! Sites with 55 million, Microsoft Sites with 53.7 million, VEVO with 49.3 million and Facebook.com with 47.7 million. Nearly 37.7 billion video content views occurred during the month, with Google Sites generating the highest number at 13.8 billion, followed by AOL, Inc. with 725 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 August 2012 Total U.S. – Home and Work Locations Content Videos Only (Ad Videos Not Included) Source: comScore Video Metrix |
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| Property | Total Unique Viewers (000) | Videos (000)* | Minutes per Viewer |
| Total Internet : Total Audience | 188,016 | 37,689,484 | 1,335.4 |
| Google Sites | 150,198 | 13,772,310 | 443.4 |
| Yahoo! Sites | 55,045 | 529,006 | 58.6 |
| Microsoft Sites | 53,671 | 522,426 | 40.6 |
| VEVO | 49,282 | 595,187 | 41.4 |
| Facebook.com | 47,717 | 261,212 | 16.1 |
| AOL, Inc. | 45,685 | 725,166 | 62.8 |
| Viacom Digital | 38,690 | 405,298 | 50.3 |
| NDN | 37,508 | 396,026 | 73.2 |
| Grab Media, Inc. | 29,928 | 231,550 | 40.6 |
| Amazon Sites | 27,874 | 103,926 | 16.0 |
*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 9.5 billion video ads in August, with each of the top 4 video ad properties delivering more than 1-billion video ads. Google Sites ranked first with more than 1.7 billion ads, followed by BrightRoll Video Network with 1.4 billion, Adap.tv with 1.2 billion, Hulu with 1.1 billion and SpotXchange Video Ad Marketplace with 911 million. Time spent watching video ads totaled 3.5 billion minutes, with BrightRoll Video Network delivering the highest duration of video ads at 717 million minutes. Video ads reached 54 percent of the total U.S. population an average of 58 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 19 ads per viewer.
| Top U.S. Online Video Ad Properties Ranked by Video Ads* Viewed August 2012 Total U.S. – Home and Work Locations Ad Videos Only (Content Videos Not Included) Source: comScore Video Metrix |
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| Property | Video Ads (000) | Total Ad Minutes (MM) | Frequency (Ads per Viewer) | % Reach Total U.S. Population |
| Total Internet : Total Audience | 9,508,826 | 3,545 | 57.6 | 53.7 |
| Google Sites | 1,746,820 | 142 | 19.2 | 29.6 |
| BrightRoll Video Network** | 1,351,741 | 717 | 10.5 | 41.8 |
| ADAP.TV†| 1,158,088 | 564 | 12.2 | 30.9 |
| Hulu | 1,055,895 | 405 | 50.7 | 6.8 |
| SpotXchange Video Ad Marketplace†| 911,265 | 466 | 15.1 | 19.7 |
| TubeMogul Video Ad Platform** | 909,620 | 282 | 12.3 | 24.1 |
| Tremor Video** | 783,160 | 391 | 11.9 | 21.4 |
| Specific Media** | 764,067 | 325 | 7.4 | 33.9 |
| Auditude, Inc.** | 708,822 | 186 | 13.6 | 17.0 |
| Videology** | 441,377 | 219 | 7.1 | 20.2 |
Note: In addition to data changes resulting from the overall methodology improvements with August 2012 Video Metrix data, (see note below) the data for Hulu experienced a decline due to the refinement of tag collection mechanisms unique to it. As a reminder, comScore advises caution when interpreting month-over-month trends.
*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 August 2012 YouTube partner data revealed that video music channel VEVO (47.6 million viewers) maintained the top position in the ranking, followed by Warner Music with 24.8 million. Machinima drew 21.9 million viewers, followed by Maker Studios Inc. with 20.9 million and FullScreen with 18.9 million. Among the top 10 YouTube partners, Machinima demonstrated the highest engagement (85 minutes per viewer) followed by Maker Studios (47 minutes per viewer). VEVO streamed the greatest number of videos (569 million), followed by Machinima (529 million).
| Top YouTube Partner Channels* Ranked by Unique Video Viewers August 2012 Total U.S. – Home and Work Locations Content Videos Only (Ad Videos Not Included) Source: comScore Video Metrix |
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| Property | Total Unique Viewers (000) | Videos (000) | Minutes per Viewer |
| VEVO @ YouTube | 47,590 | 568,663 | 40.5 |
| Warner Music @ Youtube | 24,765 | 144,751 | 19.5 |
| Machinima @ YouTube | 21,860 | 528,647 | 85.0 |
| Maker Studios Inc. @ YouTube | 20,909 | 263,177 | 46.7 |
| FullScreen @ YouTube | 18,946 | 120,567 | 19.0 |
| BroadbandTV @ YouTube | 11,117 | 69,173 | 17.9 |
| Schmooru @ YouTube | 9,136 | 24,927 | 9.5 |
| Big Frame @ YouTube | 8,411 | 54,395 | 22.3 |
| Alloy @ YouTube | 7,867 | 39,644 | 15.3 |
| MOVIECLIPS @ YouTube | 6,855 | 20,379 | 8.1 |
*YouTube Partner Reporting based on online video content viewing and does not include claimed user-generated content
Other notable findings from August 2012 include:
- 87.3 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 20.1 percent of all videos viewed and 1.4 percent of all minutes spent viewing video online.
A Note About August 2012 Video Metrix Reporting
With the release of August 2012 U.S. Video Metrix data, comScore introduced three important methodological enhancements to our estimates that will affect data on a go-forward basis. The first enhancement is the incorporation of updated demographic universe estimates based on data from the 2010 U.S. census, which provides an improved accounting of the percentage of the population falling into each demographic segment. The second enhancement is an improvement in comScore’s enumeration survey methodology to better represent persons in cell-phone only households. The third and final enhancement is a new technique to account for cookie rejection in Safari browsers, for sites measured via comScore’s Unified Digital Measurement (UDM) methodology. Due to the effects of the changes to the August 2012 U.S. Video Metrix data, comScore advises caution when interpreting month-over-month trends.
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.
