Google Sites Lead Online Video Ad Visitors and Views

comScore, Inc. released data from the Video Metrix service showing that 182.4 million Americans watched 49.2 billion online content videos in February, while the number of video ad views totaled 24.6 billion. And, according to Nielsen, 283 million people watch TV in a similar time period.

David Bank, RBC Capital Markets analyst, said “…online video consumers tend to represent a very concentrated… somewhat limited subsection of consumers…” Many in the Web video ad industry disagree, and will refer to TV’s declining ratings, and Web video’s ability to reach light TV viewers and cord cutters.

In looking at U.S. Online video rankings, Google Sites, driven primarily by video viewing at YouTube.com, ranked as the top online video content property in February with 152.8 million unique viewers. Facebook ranked #2 with 91.1 million viewers, followed by AOL, Yahoo Sites, and NDN. Nearly 49.2 billion video content views occurred during the month, with Google Sites generating the highest number at 11.7 billion, followed by Facebook with 6.8 billion and AOL, with 1.1 billion.

Top U.S. Online Video Content Properties (February 2014 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 Audience 

182,416

49,184,379

1,076.1

Google Sites

152,830

11,663,609

304.7

Facebook

91,136

6,760,830

119.8

AOL, Inc.

63,394

1,070,527

54.4

Yahoo Sites

49,667

458,824

106.7

NDN

46,892

515,799

72.7

VEVO

37,206

561,247

43.9

Microsoft Sites

36,077

595,616

38.3

Blinkx

34,983

498,972

27.9

Vimeo

34,467

163,252

33.1

Amazon Sites

32,029

146,923

26.3

Source: comScore Video Metrix, April 2014; A video is defined as any streamed segment of audiovisual content, including both progressive downloads and live streams.

Americans viewed nearly 24.6 billion video ads in February, with AOL recapturing the #1 position with 3.2 billion ad impressions. Google Sites came in second with 3 billion ads, followed by Live Rail with 2.9 billion, BrightRoll Platform with 2.6 billion and TubeMogul Video Ad Platform with 2.4 billion.

Time spent watching video ads totaled 9.1 billion minutes, with AOL delivering the highest duration of video ads at 1.5 billion minutes. Video ads reached 51.6% of the total U.S. population an average of 154 times during the month. Hulu delivered the highest frequency of video ads to its viewers with an average of 67.

Top U.S. Online Video Ad Properties (February 2014 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 Audience 

24,649,383

9,143

153.7

51.6%

AOL, Inc.

3,155,514

1,490

21.8

46.7

Google Sites

3,010,360

299

28.4

34.1

Live Rail

2,890,724

1,197

18.6

49.9

BrightRoll Platform

2,568,891

1,182

16.0

51.6

TubeMogul Video Ad Platform

2,360,102

710

20.6

36.8

SpotXchange Video Ad Marketplace

2,217,051

668

18.1

39.4

Specific Media

1,738,320

638

11.0

51.0

Tremor Video

984,923

425

8.6

36.8

Hulu

888,276

348

67.2

4.3

Videology†

575,471

262

7.2

25.6

Source: comScore Video Metrix, April 2014

The February 2014 study revealed that video music channel VEVO maintained the top position in the ranking with 36.4 million viewers. Maker Studios Inc. climbed into the #2 spot with 30.3 million unique viewers, followed by Fullscreen with 25.9 million, warnerbros vfp with 25.1 million and ZEFR with 24 million.

Among the top 10 YouTube partners, Maker Studios Inc. demonstrated the highest engagement, followed by VEVO. VEVO streamed the greatest number of videos, followed by Maker Studios Inc.

Top YouTube Partner Channels (February 2014; Total U.S. Home and Work Locations; Content Videos Only)

Property

Total Unique Viewers (000)

Videos (000)

Minutes per Viewer

VEVO @ YouTube

36,445

551,886

44.0

Maker Studios Inc. @ YouTube

30,321

491,818

49.0

Fullscreen @ YouTube

25,859

338,526

36.3

warnerbros vfp @ YouTube

25,145

99,369

5.6

ZEFR @ YouTube

24,036

126,107

13.0

Warner Music @ YouTube

22,164

145,613

17.9

NBC Entertainment @ YouTube

20,415

70,224

8.6

The Orchard @ YouTube

17,339

67,761

10.8

UMG @ YouTube

13,851

47,307

9.0

BroadbandTV @ YouTube

13,365

150,232

31.3

Source: comScore Video Metrix, April 2014

Other notable findings from February 2014 include:

  • 85.0% of the U.S. Internet audience viewed online video
  • The duration of the average online content video was 4.0 minutes, while the average online video ad was 0.4 minutes
  • Video ads accounted for 33.4% of all videos viewed and 4.5% of all minutes spent viewing video online

For more information, please visit comScore here.

 

 

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