Online Video usage is skyrocketing. Particularly among the U.S. Hispanic demographic. In fact, Hispanics watch 62 percent more digital video than non-Hispanics, according to Nielsen’s Cross-Platform Report.
Online video ad spending in the U.S. is expected to increase by 31% from 2012 to 2013, surpassing the US $ billion mark, Europe could rise 35% and Central and Latin American spending is expected to increase by 55% With the growth of online video usage comes an expanding industry of online video content and advertising solution providers.
Analysts are already speaking about the third wave in audiovisual content programming. The first wave being broadcast, and brands like CBS, ABC and NBC. The second wave was cable (ESPN, MTV, HBO etc). And the current third wave is online, with brands like YouTube, Vevo, Hulu and Machinima emerging.
Google’s YouTube dominates in usage and engagement…
|
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 |
Note: Top U.S. Online Video Content Properties Ranked by Unique Video Viewers June 2013. Source: ComScore Video Metrix
COMMENT: 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.
…also among Hispanics…
|
Property |
Unique Viewers |
|---|---|
|
Google Sites |
21,001 |
|
BrightRoll Platform |
19,295 |
|
ADAP.TV |
15,247 |
|
Specific Media |
14,038 |
|
TubeMogul Video Ad Platform |
10,082 |
|
Tremor Video |
9,877 |
|
LIVERAIL.COM |
9,788 |
|
|
8,488 |
|
VEVO |
8,257 |
|
Videology |
7,991 |
Note: Top U.S. Online Video Content Properties among U.S. Hispanics.Ranked by Unique Video Viewers, March 2013
Source: ComScore Video Metrix
…who watch more videos per viewer
|
Media -Total Internet Hispanic All |
|
|---|---|
|
Total Unique Viewers (ooo) |
24,460 |
|
Composition Index for Unique Viewers |
100 |
|
Composition Index for Unique Viewers |
6,611,750 |
|
Videos per Viewer |
270.3 |
|
Minutes per Viewer |
1,176.2 |
|
Minutes per Video |
1,176.2 |
|
Total Minutes (MM) |
28,769 |
COMMENT: Hispanics watch more online videos per viewer (270 vs. 243 for the average U.S. resident), watch mostly on Google’s. YouTube. Compared to the general market, Facebook, Vevo and AOL rank lower among Hispanic preferences for online video.
