Commentary
Google Sites Top Online Video Content Viewing
- by Jack Loechner , Staff Writer @mp_research, January 22, 2013
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
For additional information from comScore, please visit here.
Jack Loechner is the Editor of The Center for Media Research's daily Research Brief. You can reach him at jack@mediapost.com.