BrightRoll Video Network Climbs to #1 in Video Ad Ranking, While CBS Interactive Cracks Top Ten in Video Content Ranking
RESTON, VA – comScore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, released data from the comScore Video Metrix service showing that 183 million U.S. Internet users watched more than 37 billion online content videos in October, while video ad views reached nearly 11 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 October with 153.2 million unique viewers, followed by Yahoo! Sites with 55.3 million, NDN with 53.2 million, VEVO with 53.1 million and AOL, Inc. with 53.1 million. More than 37 billion video content views occurred during the month, with Google Sites generating the highest number at 13 billion, followed by AOL, Inc. with 711 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 October 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 | 182,574 | 37,242,927 | 1,254.4 |
| Google Sites | 153,212 | 13,028,148 | 399.5 |
| Yahoo! Sites | 55,253 | 496,318 | 53.1 |
| NDN | 53,215 | 550,884 | 74.3 |
| VEVO | 53,105 | 628,958 | 40.5 |
| AOL, Inc. | 53,089 | 711,008 | 45.6 |
| Facebook.com | 47,870 | 252,934 | 13.3 |
| Viacom Digital | 40,914 | 391,700 | 43.8 |
| Microsoft Sites | 37,214 | 432,457 | 43.8 |
| CBS Interactive | 31,805 | 297,749 | 59.9 |
| Grab Media, Inc. | 31,647 | 157,946 | 27.5 |
*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 nearly 11 billion video ads in October, with each of the top 5 video ad properties delivering more than 1-billion video ads. BrightRoll Video Network captured first place with more than 1.8 billion ads, followed by Google Sites with more than 1.7 billion, Hulu with 1.5 billion, Liverail.com with 1.2 billion and Adap.tv with 1.1 billion. Time spent watching video ads totaled 3.8 billion minutes, with BrightRoll Video Network delivering the highest duration of video ads at 897 million minutes. Video ads reached 52 percent of the total U.S. population an average of 68 times during the month. Hulu delivered the highest frequency of video ads to its viewers with an average of 59, while Google Sites delivered an average of 19 ads per viewer.
| Top U.S. Online Video Ad Properties Ranked by Video Ads* Viewed October 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 | 10,887,079 | 3,820 | 68.2 | 51.9 |
| BrightRoll Video Network** | 1,827,703 | 897 | 12.0 | 49.3 |
| Google Sites | 1,750,845 | 140 | 19.1 | 29.8 |
| Hulu | 1,543,196 | 618 | 58.8 | 8.5 |
| LiveRail.com†| 1,241,123 | 540 | 12.4 | 32.6 |
| ADAP.TV†| 1,091,077 | 560 | 9.7 | 36.4 |
| Auditude, Inc.** | 910,734 | 220 | 13.4 | 22.2 |
| TubeMogul Video Ad Platform†| 832,198 | 372 | 8.8 | 30.9 |
| Tremor Video** | 790,646 | 384 | 9.0 | 28.5 |
| Specific Media** | 766,570 | 339 | 6.4 | 39.2 |
| AdExcite Video Ad Network** | 728,123 | 303 | 8.0 | 29.5 |
*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 October 2012 YouTube partner data revealed that video music channel VEVO maintained the top position in the ranking with 52.2 million viewers. Machinima climbed into the #2 position with 35.1 million viewers, followed by Maker Studios Inc. with 28.9 million, Warner Music with 26.3 million and Fullscreen with 25.1 million. Among the top 10 YouTube partners, Machinima demonstrated the highest engagement (49 minutes per viewer) followed by VEVO (39 minutes per viewer). VEVO streamed the greatest number of videos (603 million), followed by Machinima (521 million).
| Top YouTube Partner Channels* Ranked by Unique Video Viewers October 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 | 52,183 | 603,474 | 39.2 |
| Machinima @ YouTube | 35,091 | 520,903 | 48.9 |
| Maker Studios Inc. @ YouTube | 28,896 | 295,979 | 35.8 |
| Warner Music @ Youtube | 26,315 | 139,987 | 17.5 |
| Fullscreen @ YouTube | 25,141 | 138,436 | 16.1 |
| BroadbandTV @ YouTube | 12,806 | 72,537 | 18.0 |
| ygent @ YouTube | 11,680 | 34,846 | 10.3 |
| Alloy Digital @ YouTube | 7,959 | 37,102 | 15.3 |
| Rightster @ YouTube | 7,579 | 17,148 | 6.3 |
| disney abcnews @ YouTube | 7,380 | 14,198 | 7.1 |
*YouTube Partner Reporting based on online video content viewing and does not include claimed user-generated content
Other notable findings from October 2012 include:
- 86 percent of the U.S. Internet audience viewed online video.
- The duration of the average online content video was 6.1 minutes, while the average online video ad was 0.4 minutes.
- Video ads accounted for 22.6 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.
