Video Ad Delivery Continues to Soar to New Heights, Representing 1 in 5 Videos Viewed
RESTON, VA – comScore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, released data from the comScore Video Metrix service showing that 181 million U.S. Internet users watched nearly 37 billion online content videos in April. Video ads saw another record-breaking month with nearly 9.5 billion, representing 1 in 5 videos viewed online in April.
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 April with 157.7 million unique viewers, followed by Yahoo! Sites with 53.6 million, VEVO with 49.5 million, Facebook.com with 44.3 million and Microsoft Sites with 42.8 million. Nearly 37 billion video views occurred during the month, with Google Sites generating the highest number at 17 billion, followed by Hulu with 901 million and Yahoo! Sites with 742 million. The average viewer watched 21.8 hours of online video content, with Google Sites (7.2 hours) and Hulu (3.8 hours) earning the highest average engagement among the top ten properties.
| Top U.S. Online Video Content Properties Ranked by Unique Video Viewers April 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 | 180,785 | 36,848,001 | 1,307.7 |
| Google Sites | 157,663 | 17,022,226 | 434.8 |
| Yahoo! Sites | 53,604 | 741,995 | 73.7 |
| VEVO | 49,479 | 674,183 | 57.9 |
| Facebook.com | 44,298 | 264,903 | 27.0 |
| Microsoft Sites | 42,833 | 486,567 | 42.4 |
| Viacom Digital | 41,247 | 501,100 | 58.9 |
| AOL, Inc. | 38,925 | 496,400 | 54.3 |
| Amazon Sites | 30,168 | 104,581 | 17.4 |
| Hulu | 28,233 | 901,060 | 228.5 |
| News Distribution Network, Inc. | 27,005 | 186,956 | 75.2 |
*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.
Top 10 Video Ad Properties by Video Ads Viewed
Americans viewed 9.5 billion video ads in April, representing another month of record video ad views. Hulu topped the chart with 1.6 billion video ads delivered, followed by Google Sites with 1.3 billion, BrightRoll Video Network with 943 million, Adap.tv with 881 million and TubeMogul Video Ad Platform with 831 million. Time spent watching video ads totaled 3.9 billion minutes, with Hulu delivering the highest duration of video ads at 670 million minutes. Video ads reached 52 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 49, while ESPN delivered an average of 27 ads per viewer.
| Top U.S. Online Video Ad Properties Ranked by Video Ads* Viewed April 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 | 9,478,975 | 3,937 | 59.8 | 51.7 |
| Hulu | 1,597,166 | 670 | 48.6 | 10.7 |
| Google Sites | 1,319,342 | 136 | 17.7 | 24.3 |
| BrightRoll Video Network** | 942,899 | 566 | 9.1 | 33.8 |
| Adap.tv† | 880,522 | 525 | 12.7 | 22.5 |
| TubeMogul Video Ad Platform** | 830,621 | 230 | 17.1 | 15.9 |
| SpotXchange Video Ad Marketplace** | 666,588 | 367 | 12.8 | 17.0 |
| Tremor Video** | 661,727 | 360 | 13.2 | 16.3 |
| Specific Media** | 650,578 | 314 | 6.9 | 30.9 |
| ESPN | 514,347 | 189 | 26.6 | 6.3 |
| Auditude, Inc.** | 511,278 | 202 | 11.3 | 14.8 |
*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 April 2012 YouTube partner data revealed that video music channels VEVO (48.3 million viewers) and Warner Music (28.6 million viewers) maintained the top two positions. Gaming channel Machinima ranked third with 23.1 million viewers, followed by Maker Studios Inc. with 15.4 million, FullScreen with 12.3 million and BroadbandTV with 8.2 million. Among the top 10 YouTube partners, Machinima demonstrated the highest engagement (65 minutes per viewer) followed by VEVO (57 minutes per viewer). VEVO streamed the most videos (644 million), followed by Machinima (382 million).
| Top YouTube Partner Channels* Ranked by Unique Video Viewers April 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 | 48,307 | 644,111 | 56.7 |
| Warner Music @ Youtube | 28,632 | 177,251 | 25.0 |
| Machinima @ YouTube | 23,146 | 382,360 | 65.0 |
| Maker Studios Inc. @ YouTube | 15,353 | 165,485 | 43.9 |
| FullScreen @ YouTube | 12,331 | 58,994 | 18.1 |
| BroadbandTV @ YouTube | 8,218 | 38,245 | 17.2 |
| Big Frame @ YouTube | 7,266 | 41,647 | 20.3 |
| Demand Media @ YouTube | 6,321 | 15,622 | 8.1 |
| Clevvertv @ YouTube | 6,076 | 12,541 | 7.6 |
| IGN @ YouTube | 5,933 | 30,663 | 16.8 |
*YouTube Partner Reporting based on online video content viewing and does not include claimed user-generated content
Other notable findings from April 2012 include:
- 84.5 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 20.5 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 www.comscore.com/companyinfo.
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