85.2 %of the U.S. Internet Users Viewed Online Video
Reston, Va., July 17, 2013--85.2 percent of the U.S. Internet audience viewed online video, according to the latest comScore Video Metrix service showing that 183 million Americans watched more than 44 billion online content videos in June, while the number of video ad views surpassed 20 billion.
The duration of the average online content video was 5.3 minutes, while the average online video ad was 0.4 minutes. Video ads accounted for 31 percent of all videos viewed and 3 percent of all minutes spent viewing video online.
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 June with 158.3 million unique viewers, followed by Facebook with 61.6 million, AOL, Inc. with 51 million, VEVO with 49.3 million and Microsoft Sites with 46.8 million. More than 44 billion video content views occurred during the month, with Google Sites generating the highest number at nearly 15.7 billion, followed by AOL, Inc. with 775 million and Facebook with 730 million. Google Sites had the highest average engagement among the top ten properties.
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Top U.S. Online Video Content Properties Ranked by Unique Video Viewers June 2013 Total U.S. – Home and Work Locations Content Videos Only (Ad Videos Not Included) Source: comScore Video Metrix |
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| Property | Total Unique Viewers (000) | Videos (000)* | Minutes per Viewer |
| Total Internet : Total Audience | 183,308 | 44,693,710 | 1,299.3 |
| Google Sites | 158,337 | 15,719,544 | 500.1 |
| 61,646 | 729,548 | 24.7 | |
| AOL, Inc. | 51,014 | 774,641 | 58.5 |
| VEVO | 49,293 | 562,445 | 38.9 |
| Microsoft Sites | 46,801 | 615,005 | 33.3 |
| NDN | 46,605 | 517,871 | 86.6 |
| Yahoo! Sites | 41,391 | 304,598 | 73.6 |
| Viacom Digital | 40,457 | 421,490 | 45.3 |
| Amazon Sites | 33,784 | 135,099 | 19.1 |
| Turner Digital | 27,587 | 255,590 | 40.5 |
*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 a record 20 billion video ads in June, with Google Sites ranking #1 with 3.3 billion ad impressions. LiveRail.com came in second with 2.4 billion ads, followed by BrightRoll Platform with 2.4 billion, Adap.tv with 2.2 billion and Specific Media with 1.5 billion. Time spent watching video ads totaled 7.5 billion minutes, with BrightRoll Platform delivering the highest duration of video ads at 1.2 billion minutes. Video ads reached nearly 54 percent of the total U.S. population an average of 121 times during the month. Hulu delivered the highest frequency of video ads to its viewers with an average of 73.
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Top U.S. Online Video Ad Properties Ranked by Video Ads* Viewed June 2013 Total U.S. – Home and Work Locations Ad Videos Only (Content Videos Not Included) Source: comScore Video Metrix |
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| Property | Video Ads (000) | Total Ad Minutes (MM) | Frequency (Ads per Viewer) | % Reach Total U.S. Population |
| Total Internet : Total Audience | 20,090,763 | 7,487 | 121.1 | 53.6 |
| Google Sites | 3,260,119 | 300 | 29.7 | 35.5 |
| LIVERAIL.COM† | 2,390,027 | 800 | 29.4 | 26.3 |
| BrightRoll Platform**† | 2,384,810 | 1,155 | 15.3 | 50.2 |
| ADAP.TV† | 2,208,488 | 1,048 | 18.1 | 39.4 |
| Specific Media** | 1,482,259 | 567 | 13.1 | 36.7 |
| TubeMogul Video Ad Platform† | 1,442,628 | 438 | 15.3 | 30.4 |
| Hulu | 1,395,987 | 533 | 73.4 | 6.1 |
| Tremor Video** | 772,829 | 358 | 12.5 | 20.1 |
| AOL, Inc. | 670,437 | 314 | 12.6 | 17.2 |
| Videology† | 598,124 | 238 | 9.3 | 20.8 |
*Video ads include streaming-video advertising only and do not include other types of video monetization, such as overlays, branded players, matching banner ads, etc.
**Indicates video ad network
†Indicates video ad exchange/DSP/SSP
Top 10 YouTube Partner Channels by Unique Viewers
The June 2013 YouTube partner data revealed that video music channel VEVO maintained the top position in the ranking with 47.5 million viewers. Fullscreen held on to the #2 position with 34.3 million viewers, followed by Maker Studios Inc. with 28.8 million, Warner Music with 28.4 million and ZEFR (formerly MovieClips) with 26.5 million. Among the top 10 YouTube partners, Machinima demonstrated the highest engagement (76 minutes per viewer), followed by Maker Studios Inc. (62 minutes per viewer). VEVO streamed the greatest number of videos (534 million), followed by Maker Studios Inc. (477 million).
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Top YouTube Partner Channels* Ranked by Unique Video Viewers June 2013 Total U.S. – Home and Work Locations Content Videos Only (Ad Videos Not Included) Source: comScore Video Metrix |
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| Property | Total Unique Viewers (000) | Videos (000) | Minutes per Viewer |
| VEVO @ YouTube | 47,452 | 533,916 | 37.7 |
| Fullscreen @ YouTube | 34,287 | 309,216 | 28.2 |
| Maker Studios Inc. @ YouTube | 28,758 | 476,838 | 62.3 |
| Warner Music @ YouTube | 28,375 | 160,236 | 18.4 |
| ZEFR @ YouTube | 26,530 | 137,230 | 14.4 |
| The Orchard @ YouTube | 22,564 | 85,294 | 10.6 |
| Machinima @ YouTube | 20,380 | 389,548 | 75.8 |
| UMG @ YouTube | 17,907 | 60,096 | 9.8 |
| BroadbandTV @ YouTube | 16,759 | 127,043 | 24.5 |
| E! Entertainment Television @ YouTube | 15,634 | 39,251 |
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