Google Sites Top Online Video Content Viewing

According to the comScore Video Metrix, 182 million U.S. Internet users watched 38.7 billion online content videos in December, while video ad views totaled 11.3 billion. The 11.3 billion video ad views in December is twice as many as in January 2012, and represents 59% year-over-year growth.

Video Ad Views by Americans (Online Video Ad Views in 2012; Billions)

Month

Billion Views

January

5.6

February

7.5

March

8.4

April

9.5

May

10.1

June

11.0

July

9.6

August

9.5

September

9.4

October

10.9

November

10.5

December

11.3

Source: comScore, January 2013

Google Sites, driven by video viewing at YouTube.com, ranked as the top online video content property in December with 153 million unique viewers, followed by Facebook.com with 58.8 million, VEVO, NDN, and Yahoo! Sites. Nearly 38.7 billion video content views occurred during the month, with Google Sites generating the highest number at 13.2 billion, followed by AOL, with 692 million. Google Sites had the highest average engagement among the top ten properties.

Top U.S. Online Video Content Properties December 2012 (Total U.S. Home and Work Locations; Content Videos Only, Ad Videos Not Included)

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 viewed 11.3 billion video ads in December, with Google Sites ranking first with nearly 2 billion ads. BrightRoll Video Network came in second with 1.8 billion, followed by Liverail.com with 1.8 billion. Time spent watching video ads totaled 4.1 billion minutes, with BrightRoll Video Network delivering the highest duration of video ads at 966 million minutes.

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

U.S. Online Video Ad Properties (Video Ads Viewed December 2012; Total U.S. Home and Work Locations; Ad Videos Only, Content Videos Not Included)

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)

The December 2012 YouTube partner data revealed that video music channel VEVO maintained the top position in the ranking with 50.5 million viewers. Fullscreen climbed into the #2 position for the first time with 31.1 million viewers, followed by Maker Studios, Warner Music, and Machinima.

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

Top YouTube Partner Channels (Unique Video Viewers December 2012; Total U.S. Home and Work Locations; Content Videos Only, Ad Videos Not Included)

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)

Other notable findings from December 2012 include:

  • 84.9% 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% of all videos viewed and 1.9% of all minutes spent viewing video online

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