August 22, 2011

comScore Releases July 2011 U.S. Online Video Rankings

comScore Announces Availability of New YouTube Partner Reporting

RESTON, Va., Aug. 22, 2011 /PRNewswire/ -- comScore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today released data from the comScore Video Metrix service showing that 180 million U.S. Internet users watched online video content in July for an average of 18.5 hours per viewer. The total U.S. Internet audience engaged in a record 6.9 billion viewing sessions.

(Logo:  http://photos.prnewswire.com/prnh/20080115/COMSCORELOGO)

YouTube Partner Reporting Now Available in Video Metrix

comScore is now able to provide YouTube Partner Reporting within the Video Metrix offering, for a never-before-seen look at viewership across hundreds of YouTube partners and their channels. This new feature provides a comprehensive and granular view of the unique audiences within different YouTube partner channels, enabling advertisers to more-easily create and optimize campaigns across specific channels to reach desired target audiences. The July data release for YouTube Partner Reporting includes dozens of beta partners, while comScore and Google plan to initiate reporting of more partners with the release of August data.

A first look at select YouTube partners from the current list of beta partners revealed that Machinima reached 16.9 million viewers with the highest engagement at 1.2 hours per viewer over the course of the month. Maker Studios drew 11.4 million viewers, who viewed an average of 8.9 videos, while Demand Media attracted 15.2 million viewers.

Channels with particularly niche audiences included Maker Studios with 50 percent of their viewers falling between the ages of 12-24, and IGN with 70 percent of its audience being male viewers. In addition, men account for 83 percent of the time spent viewing Revision3's shows, whereas women account for over 66 percent of the time spent viewing Alloy's YouTube videos. Howcast was also notable in that 75 percent of its viewing audience had children in their households. comScore is proud to be the first and only measurement source available to provide the industry with YouTube insights of this caliber.


Select YouTube Partner Channels*

July 2011

Total U.S. — Home/Work/University Locations

Source: comScore Video Metrix

Property

Total Unique
Viewers
(000)

Videos
Viewed
(000)

Minutes
per Viewer

VEVO @ YouTube

59,709

844,053

65.8

Warner Music @ YouTube

31,251

197,090

28.5

Machinima @ YouTube

16,926

265,409

72.7

Demand Media @ YouTube

15,222

46,189

12.2

Maker Studios @ YouTube

11,445

101,912

38.1

Revision3 @ YouTube

7,594

25,858

15.7

Clevvertv @ YouTube

7,302

17,572

10.3

Associated Press (AP) @ YouTube

6,580

14,467

8.3

IGN @ YouTube

5,863

21,845

16.4

Next New Networks @ YouTube

4,772

21,039

17.5

*YouTube Partner Reporting based on online video content viewing and does not include claimed
UGC content




For more information about comScore Video Metrix YouTube Partner Reporting, please visit comscore.com/youtube or email youtube@comscore.com.

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 July with 158.1 million unique viewers, while VEVO ranked second with 62.1 million. Facebook.com climbed to the #3 position with 51.4 million viewers, followed by Microsoft Sites with 49.5 million and Viacom Digital with 47.3 million. Total viewing sessions reached another all-time high in July at nearly 6.9 billion, with Google Sites crossing the 3 billion mark to account for more than 40 percent of all viewing sessions online. The average viewer watched 18.5 hours of online video content during the course of the month, with Google Sites (5.9 hours) and Hulu (3.4 hours) exhibiting the highest engagement.


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

July 2011

Total U.S. — Home/Work/University Locations

Source: comScore Video Metrix

Property

Total Unique
Viewers
(000)

Viewing
Sessions
(000)

Minutes
per Viewer

Total Internet : Total Audience

180,303

6,886,195

1,107.0

Google Sites

158,073

3,009,051

353.7

VEVO

62,053

502,683

66.0

Facebook.com

51,449

186,384

17.9

Microsoft Sites

49,474

308,141

39.0

Viacom Digital

47,301

274,510

62.6

Yahoo! Sites

46,322

227,405

41.0

AOL, Inc.

42,009

288,904

58.5

Turner Digital

29,996

118,017

33.5

Hulu

24,368

160,974

205.5

NBC Universal

21,823

59,649

20.8




Top 10 Video Ad Properties by Video Ads Viewed

Americans viewed more than 5.3 billion video ads in July, with Hulu generating the highest number of video ad impressions at 963 million. Adap.tv ranked second overall (and highest among video ad exchanges/networks) with 674 million ad views, followed by Tremor Video (639 million) and BrightRoll Video Network (522 million). Time spent watching video ads totaled more than 2.4 billion minutes during the month, with Hulu delivering the highest duration of video ads at 409 million minutes. Video ads reached 49 percent of the total U.S. population an average of 35.9 times during the month. Hulu delivered the highest frequency of video ads to its viewers with an average of 40.4 over the course of the month.


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

July 2011

Total U.S. — Home/Work/University Locations

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

5,344,224

2,408

35.9

49.3%

Hulu

962,887

409

40.4

7.9%

Adap.tv

674,349

396

10.9

20.5%

Tremor Video**

639,235

347

10.8

19.6%

BrightRoll Video Network**

521,624

302

7.5

23.0%

Specific Media**

470,559

243

7.0

22.4%

TidalTV.com**

375,251

214

7.2

17.2%

SpotXchange Video Ad Network**

334,825

204

8.6

13.0%

Auditude, Inc.**

302,341

180

8.1

12.4%

Viacom Digital

272,257

111

11.8

7.7%

Microsoft Sites

252,482

116

10.7

7.8%

*Video ads include streaming-video advertising only and do not include other types of video monetization, such as
overlays, branded players, matching banner ads, homepage ads, etc.

**Indicates video ad network

†Indicates video ad exchange




Other notable findings from July 2011 include:

  • 86.0 percent of the U.S. Internet audience viewed online video.
  • The duration of the average online content video was 5.3 minutes, while the average online video ad was 0.5 minutes.
  • Video ads accounted for 12.4 percent of all videos viewed and 1.2 percent of all minutes spent viewing video online.

About comScore

comScore, Inc. (NASDAQ: SCOR) is a global leader in measuring the digital world and preferred source of digital business analytics. For more information, please visit www.comscore.com/companyinfo.

SOURCE comScore, Inc.

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