Vevo, Warner Music Lead YouTube Partner Rankings
YouTube oversees a huge number of video views, but not without a little help from certain media companies. Giving these outfits their due, August marked the first month of official rankings for comScore YouTube Partner Reporting within its Video Metrix offering -- essentially offering a comparison of viewership across thousands of YouTube partner channels.
The data revealed that video music channels Vevo and Warner Music led all channels, with 60.6 million viewers and 30.9 million viewers, respectively.
Gaming channel Machinima ranked third with 17.7 million viewers, followed by Maker Studios with 10 million, Demand Media with 8.4 million and Revision3 with 6.6 million.
Within the top 10 partners, TheGameStation demonstrated the highest engagement with 76.5 minutes per viewer on average, while Machinima was a close second on average engagement at 72.6 minutes per viewer.
Machinima also accounted for the second-most videos viewed -- 289 million -- after Vevo, for which 68.1% of its viewers were male, and 70.3% were under the age of 35.
Google sites, driven primarily by video viewing at YouTube.com, ranked as the top online video content property in August with 162 million unique viewers, while Vevo ranked second with 62.3 million.
Facebook.com remained in third with 51.7 million viewers, followed by Viacom Digital with 49.9 million, and Microsoft Sites with 46.4 million.
Total viewing sessions reached another all-time high in August at 6.9 billion, with Google sites generating the highest number of viewing sessions -- 3.5 billion.
According to comScore, the average viewer watched 18 hours of online video content during the course of the month, with Google Sites -- 5.7 hours -- and Hulu -- 3.2 hours -- demonstrating the highest engagement.
Overall, Americans viewed more than 5.6 billion video ads in August, with Hulu generating the highest number of video ad impressions at 996 million.
Tremor Video ranked second overall -- and highest among video ad exchanges and networks -- with 764 million ad views, followed by Adap.tv -- 720 million -- and BrightRoll Video Network -- 603 million.