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 |
|
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 |
|
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