Online Video: Google’s lead is even bigger in the Hispanic market

What: comScore released data from its Video Metrix service regarding online video consumption in the U.S., in August 2013.
Why is it important: Online video is an ever-expanding market, particularly among Hispanic audiences in the United States.

Hispanic audiences represent one of the strongest market segments in the United States, and regarding online video consumption, there's a noticeable preference towards the contents that can be found on Google Sites. All in all, according to comScore and its online video ranking for the U.S. market, 188.5 million Americans watched 46.7 billion online content videos in August, while the number of video ad views totaled 22.8 billion.

U.S. Hispanic Market

Regarding the U.S. Hispanic Market, Google Sites (primarily YouTube) are driving the largest percentage of consumption by a wide margin: 22,354 unique views and over 2 million videos, while Facebook, the second largest source of video consumption among Hispanic viewers, totalled 9,071 unique views and 162,118 videos watched during August. Yahoo Sites popularity dropped below Microsoft Sites:

U.S. Hispanic Market (August 2013)

Total Unique Viewers (000)

Videos (000)

Google Sites

22,354

2,779,630

Facebook

9,071

162,118

VEVO

7,774

113,970

AOL, Inc.

7,119

88,706

Microsoft Sites

6,459

83,931

Viacom Digital

6,160

79,845

Yahoo! Sites

4,667

34,109

NDN

4,033

36,271

Amazon Sites

3,669

16,418

Turner Digital

3,249

26,190

 Source: comScore

US General Market

Google Sites, driven primarily by video viewing at YouTube.com, ranked as the top online video content property in August. 46.7 billion video content views occurred during the month, with Google Sites generating the highest number with 17.4 billion. Google Sites had the highest average engagement among the top ten properties, with 166,966 unique viewers that watched over 17 million videos during that single month, in contrast with AOL, which ranked 71,202 total unique views and 991,800 videos.

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

Total Unique Viewers (000)

Videos (000)

Minutes per Viewer

Total Internet : Total Audience

188,499

46,746,596

1,294.3

Google Sites

166,966

17,437,897

521.6

AOL, Inc.

71,202

991,800

56.8

Facebook

62,183

803,148

21.6

NDN

50,650

569,815

92.0

VEVO

49,371

609,833

42.3

Microsoft Sites

48,894

689,704

33.0

Yahoo! Sites

45,049

368,975

79.2

Viacom Digital

44,434

452,938

45.2

Amazon Sites

34,499

133,380

22.5

Collective Video

31,857

149,318

29.1

August 2013 - Total U.S. – Home and Work Locations. Content Videos Only (Ad Videos Not Included). Source: comScore Video Metrix

Video Ad Properties by Video Ads Viewed

Americans viewed nearly 22.8 billion video ads in August, with Google Sites ranking #1 with 3.2 billion ad impressions. Time spent watching video ads totaled 8.5 billion minutes, with BrightRoll Platform and Adap.tv delivering the highest duration of video ads at 1.1 billion minutes each. Video ads reached 56 percent of the total U.S. population an average of 132 times during the month.

Property

Video Ads (000)

Total Ad Minutes (MM)

Frequency (Ads per Viewer)

% Reach Total U.S. Population

Total Internet : Total Audience

22,755,256

8,518

132.3

55.6

Google Sites

3,171,612

301

28.5

35.9

ADAP.TV†

2,448,969

1,126

18.0

44.0

BrightRoll Platform**†

2,392,855

1,103

14.4

53.7

LIVERAIL.COM†

2,203,060

859

28.4

25.1

Specific Media**

1,665,541

645

13.0

41.2

SpotXchange Video Ad Marketplace†

1,249,149

467

14.4

28.1

Hulu

1,247,868

475

71.4

5.6

TubeMogul Video Ad Platform†

1,148,595

380

15.0

24.7

Tremor Video**

846,112

390

13.2

20.7

Videology†

751,183

291

9.8

24.8

August 2013 - Total U.S. – Home and Work Locations - Ad Videos Only (Content Videos Not Included) - Source: comScore Video Metrix - **Indicates video ad network   †Indicates video ad exchange/DSP/SSP

YouTube Partner Channels

Video music channel VEVO maintained the top position in the ranking with 47.8 million viewers. Among the top 10 YouTube partners, Machinima demonstrated the highest engagement (91 minutes per viewer). VEVO streamed the greatest number of videos (580 million), followed by Maker Studios Inc. (521 million).

Property

Total Unique Viewers (000)

Videos (000)

Minutes per Viewer

VEVO @ YouTube

47,764

580,437

40.8

Fullscreen @ YouTube

34,541

361,302

32.7

Maker Studios Inc. @ YouTube

29,573

521,066

65.1

Warner Music @ YouTube

26,921

159,047

19.2

ZEFR @ YouTube

24,893

126,822

13.8

The Orchard @ YouTube

21,197

87,548

12.1

Blizzard @ YouTube

18,261

43,062

4.1

rumblefish @ YouTube

17,784

44,429

7.0

Machinima @ YouTube

17,050

391,755

90.9

UMG @ YouTube

16,311

55,998

10.5

August 2013 - Total U.S. – Home and Work Locations - Content Videos Only (Ad Videos Not Included) - Source: comScore Video Metrix

 

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