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January 24, 2013

Google Tops Online Video Rankings

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Online videos were a hot commodity in December — 182 million U.S. Internet users watched 38.7 billion videos, comScore Video Metrix said in its latest report.

Video ad views totaled 11.3 billion — twice as many as in January 2012 translating into a 59 percent year-over-year growth.

Google Sites ranked as the top online video content property in December, thanks to driven YouTube.com, with 153 million unique viewers. Facebook placed second with 58.8 million. In third was VEVO with 51.6 million views followed by NDN with 49.9 million and Yahoo! Sites with 47.5 million.

Nearly 38.7 billion video content views occurred during the month, with Google Sites generating the highest number at nearly 13.2 billion, followed by AOL, with 692 million. Google Sites had the highest average engagement among the top 10 properties.

Top U.S. Online Video Content Properties Ranked by Unique Video Viewers
December 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  181,717 38,673,322 1,150.2
Google Sites 152,971 13,181,969 388.3
Facebook.com 58,776 419,959 16.4
VEVO 51,640 592,463 39.3
NDN 49,942 510,319 69.5
Yahoo! Sites 47,516 383,514 51.5
AOL, Inc. 42,425 692,467 55.0
Viacom Digital 42,334 431,833 39.4
Microsoft Sites 40,604 472,812 39.4
Amazon Sites 38,129 138,968 10.3
Grab Media, Inc. 34,911 203,512 28.8

Source: comScore Video Metrix, January 2013 (A video is defined as any streamed segment of audiovisual content, including both progressive downloads and live streams)


Americans watched 11.3 billion video ads in December and Google Sites was at the top of the heap with nearly 2 billion ads. BrightRoll Video Network took second place with 1.8 billion and Liverail.com, with 1.8 billion, took the third-place slot. Time spent watching video ads totaled 4.1 billion minutes. BrightRoll Video Network delivered the highest duration of video ads at 966 million minutes.

Video ads reached 53 percent of the total U.S. population an average of 70 times during the month. Delivering the highest frequency of video ads to its viewers was Hulu with an average of 65. Google Sites delivered an average of 20 ads per viewer.

Top U.S. Online Video Ad Properties Ranked by Video Ads* Viewed
December 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  11,322,657 4,135 69.9 52.6
Google Sites 1,998,861 155 20.0 32.4
BrightRoll Video Network** 1,826,453 966 13.8 43.1
LiveRail.com† 1,797,940 813 18.2 32.1
Adap.TV† 1,541,695 741 11.7 42.9
Hulu 1,454,115 584 64.9 7.3
Specific Media** 988,399 419 7.7 41.6
TubeMogul Video Ad Platform† 783,934 297 8.4 30.3
Tremor Video** 743,969 361 8.6 28.0
Auditude, Inc.** 736,787 153 12.8 18.7
Videology** 632,977 337 7.5 27.3

Source: comScore Video Metrix, January 2013

*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

Video music channel VEVO kept the top spot in the ranking with 50.5 million viewers, according to December 2012 YouTube partner data. Fullscreen took second place for the first time with 31.1 million viewers, followed by Maker Studios, Warner Music, and Machinima.

Machinima had the highest level of engagement (68 minutes per viewer) of the top 10 YouTube partners. Maker Studios was second with 44 minutes per viewer. VEVO streamed the greatest number of videos (565 million), followed by Machinima (503 million).

 

Top YouTube Partner Channels* Ranked by Unique Video Viewers
December 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 50,485 564,531 37.9
Fullscreen @ YouTube 31,079 191,159 19.1
Maker Studios Inc. @ YouTube 30,013 362,971 43.6
Warner Music @ Youtube 26,025 141,622 18.1
Machinima @ YouTube 25,994 502,656 68.1
BroadbandTV @ YouTube 13,370 79,937 18.1
Collective Digital Studio @ YouTube 9,281 59,197 20.2
ygent @ YouTube 8,640 25,991 9.4
Alloy Digital @ YouTube 8,582 57,643 25.2
MOVIECLIPS @ YouTube 8,471 29,729 9.3

Source: comScore Video Metrix, January 2013  *YouTube Partner Reporting based on online video content viewing and does not include claimed user-generated content

December 2012 data also revealed:

• 84.9 percent of the U.S. Internet audience viewed online video.

• The duration of the average online content video was 5.4 minutes, while the average online video ad was 0.4 minutes.

• Video ads accounted for 22.6 percent of all videos viewed and 1.9 percent of all minutes spent viewing video online.

3 Responses to “Google Tops Online Video Rankings

    Video marketing is definitely on the way to go at the moment, that is until something else comes along. Must admit the results about facebook surprised me a little. Good info thanks.

    Obviously I should be doing more videos. Lol. Seems expensive, but I’ll look into it.

    avatar Rohit says:

    I am not surprised with this report because, I’ve never watched a video in any other website except YouTube.com.
    i think this year this report will be even better than the previous year.

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