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 |
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:
For more information, please visit comScore here.