November 15, 2013

comScore Releases October 2013 U.S. Online Video Rankings

Maker Studios Inc. Debuts in Video Content Ranking at #10 with 30.5 Million Viewers

RESTON, Va., Nov. 15, 2013 /PRNewswire/ -- comScore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today released data from the comScore Video Metrix service showing that 189 million Americans watched 49.1 billion online content videos in October, while the number of video ad views totaled 24.5 billion.  

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Top 10 Video Content Properties by Unique Viewers
Google Sites, driven primarily by video viewing at YouTube.com, ranked as the top online video content property in October with 164.8 million unique viewers. Facebook ranked #2 with 70.1 million viewers, followed by AOL, Inc. with 62.3 million, NDN with 50.6 million and VEVO with 49.6 million. Maker Studios Inc. debuted in the ranking at #10 with 30.5 million unique viewers. 49.1 billion video content views occurred during the month, with Google Sites generating the highest number at 16.6 billion, followed by Facebook with 1.4 billion and AOL, Inc. with 1.3 billion. Google Sites had the highest average engagement among the top ten properties.

Top U.S. Online Video Content Properties Ranked by Unique Video Viewers

October 2013

Total U.S. — Home and Work Locations

Content Videos Only (Ad Videos Not Included)

Source: comScore Video Metrix

Property

Total Unique
Viewers
(000)

Videos
(000)*

Minutes
per Viewer

Total Internet : Total Audience 

188,976

49,080,851

1,330.1

Google Sites

164,819

16,595,857

506.5

Facebook

70,055

1,365,771

33.5

AOL, Inc.

62,273

1,276,425

79.5

NDN

50,555

603,047

86.9

VEVO

49,608

650,227

42.5

Amazon Sites

44,287

191,849

25.6

Yahoo Sites

42,334

357,063

69.5

Microsoft Sites

38,895

697,377

49.6

Vimeo

32,851

131,600

31.1

Maker Studios Inc.

30,475

517,104

62.7

*A video is defined as any streamed segment of audiovisual content, including both progressive downloads and live streams. For long-form, segmented content, (e.g. television episodes with ad pods in the middle) each segment of the content is counted as a distinct video stream. Video views are inclusive of both user-initiated and auto-played videos that are viewed for longer than 3 seconds.

Top 10 Video Ad Properties by Video Ads Viewed
Americans viewed more than 24.5 billion video ads in October, with AOL, Inc. maintaining the #1 position with 4 billion ad impressions. Google Sites came in second with 3.6 billion ads, followed by BrightRoll Platform with 2.6 billion, LiveRail.com with 2.5 billion and TubeMogul Video Ad Platform with 2 billion. Time spent watching video ads totaled 9.2 billion minutes, with AOL, Inc. delivering the highest duration of video ads at 1.8 billion minutes. Video ads reached 56 percent of the total U.S. population an average of 141 times during the month. Hulu delivered the highest frequency of video ads to its viewers with an average of 81.

Top U.S. Online Video Ad Properties Ranked by Video Ads* Viewed

October 2013

Total U.S. — Home and Work Locations

Ad Videos Only (Content Videos Not Included)

Source: comScore Video Metrix

Property

Video Ads
(000)

Total Ad
Minutes
(MM)

Frequency
(Ads per
Viewer)

% Reach
Total U.S.
Population

Total Internet : Total Audience 

24,489,895

9,200

141.2

56.0

AOL, Inc. (including Adap.tv)

4,008,110

1,838

25.9

49.8

Google Sites

3,588,124

371

31.2

37.1

BrightRoll Platform**†

2,609,688

1,253

15.5

54.3

LIVERAIL.COM†

2,524,323

993

23.0

35.4

TubeMogul Video Ad Platform†

2,028,732

592

21.1

31.0

SpotXchange Video Ad Marketplace†

1,874,696

629

17.0

35.6

Specific Media**

1,492,130

583

13.7

35.0

Hulu

1,415,577

571

80.7

5.7

Tremor Video**

799,983

336

10.6

24.3

NDN

651,262

209

13.8

15.2

*Video ads include streaming-video advertising only and do not include other types of video monetization, such as overlays, branded players, matching banner ads, etc.
**Indicates video ad network
†Indicates video ad exchange/DSP/SSP

Top 10 YouTube Partner Channels by Unique Viewers
The October 2013 YouTube partner data revealed that video music channel VEVO maintained the top position in the ranking with 47.8 million viewers. Fullscreen climbed into the #2 spot with 31.5 million unique viewers, followed by Warner Music with 26.1 million, The Orchard with 22.1 million, rumblefish with 19.7 million and UMG with 17.8 million. Among the top 10 YouTube partners, Machinima demonstrated the highest engagement (73 minutes per viewer), followed by VEVO (41 minutes per viewer). VEVO streamed the greatest number of videos (621 million), followed by Fullscreen (335 million).

Top YouTube Partner Channels Ranked by Unique Video Viewers

October 2013

Total U.S. — Home and Work Locations

Content Videos Only (Ad Videos Not Included)

Source: comScore Video Metrix

Property

Total Unique
Viewers
(000)

Videos
(000)

Minutes
per Viewer

VEVO @ YouTube

47,832

620,949

41.4

Fullscreen @ YouTube

31,510

335,127

33.8

Maker Studios Inc. @ YouTube

30,475

517,003

62.7

Warner Music @ YouTube

26,128

157,738

17.8

The Orchard @ YouTube

22,125

90,037

10.8

rumblefish @ YouTube

19,653

52,254

7.2

UMG @ YouTube

17,849

63,577

9.8

BroadbandTV @ YouTube

16,546

160,745

32.4

Machinima @ YouTube

15,982

295,928

73.3

activision @ YouTube

15,128

38,159

3.8

Other notable findings from October 2013 include:

  • 87.1 percent of the U.S. Internet audience viewed online video.
  • The duration of the average online content video was 5.1 minutes, while the average online video ad was 0.4 minutes.
  • Video ads accounted for 33.3 percent of all videos viewed and 3.5 percent of all minutes spent viewing video online.

About comScore
comScore, Inc. (NASDAQ: SCOR) is a global leader in digital measurement and analytics, delivering insights on web, mobile and TV consumer behavior that enable clients to maximize the value of their digital investments. For more information, please visit www.comscore.com/companyinfo.

SOURCE comScore, Inc.

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