What: According to comScore Video Metrix, 183.8 million Americans watched 48.7 billion online content videos in January . Which means that 85.1 percent of the US Internet audience viewed online video. SpotXchange captured the first position among Video Ad properties followed by AOL, Google and LiveRail. Vevo was the first YouTube channel partner followed by ZEFR and Fullscreen.
Why it matters: The race to monetize online video is raging. The leading properties and networks are capturing a rapidly growing market.
comScore, Inc. released data from the comScore Video Metrix service showing that 183.8 million Americans watched 48.7 billion online content videos in January, while the number of video ad views totaled 26.9 billion.85.1 percent of the US Internet audience viewed online video.The duration of the average online content video was 4.4 minutes, while the average online video ad was 0.4 minutes.Video ads accounted for 35.6 percent of all videos viewed and 4.5 percent of all minutes spent viewing video online.
Top 10 Video Ad Properties by Video Ads Viewed
Nearly 26.9 billion video ads were viewed in January by americans:
- SpotXchange Video Ad Marketplace captured the first position with 3.5 billion ad impressions.
- AOL, Inc. came in second with 2.9 billion ads
- Google Sites followed with 2.9 billion
- Live Rail with 2.4 billion
- BrightRoll Platform with 2.3 billion.
Time spent watching video ads totaled 10 billion minutes, with AOL, Inc. delivering the highest duration of video ads at nearly 1.3 billion minutes. Video ads reached 52.6 percent of the total US population an average of 165 times during the month. Hulu delivered the highest frequency of video ads to its viewers with an average of 81.
Property | Video Ads (000) | Total Ad Minutes(MM) | Frequency (Ads per viewer) | % Reach Total U.S. population |
---|---|---|---|---|
Total internet: Total audience | 26,907,310 | 10,041 | 164.6 | 52.6 |
Spotxchange Video Ad Marketplace | 3,461,166 | 1,113 | 26.9 | 41.5 |
AOL,Inc(including Adapt.tv) | 2,916,947 | 1,316 | 19.0 | 49.6 |
Google Sites | 2,903,087 | 286 | 27.3 | 34.2 |
Live Rail † | 2,418,272 | 1,023 | 16.4 | 47.6 |
BrightRoll platform | 2,298,960 | 1,098 | 14.1 | 52.6 |
TubeMogul Video Ad platform | 1,825,644 | 587 | 17.3 | 34.0 |
Specific Media | 1,354,872 | 513 | 9.6 | 45.3 |
Hulu | 1,173,975 | 466 | 80.8 | 4.7 |
Tremor Video | 36,805 | 418 | 8.5 | 33.8 |
Videology | 518,542 | 245 | 7.1 | 23.6 |
Top YouTube Partner Channels Ranked by Unique Video Viewers.January 2014.Total US – Home and Work Locations.Content Videos Only (Ad Videos Not Included).Source: comScore Video Metrix
Top 10 YouTube Partner Channels by Unique Viewers
Among the top 10 YouTube partners, Maker Studios Inc. demonstrated the highest engagement (63 minutes per viewer), followed by VEVO (49 minutes per viewer). VEVO streamed the greatest number of videos (603 million), followed by Maker Studios Inc. (535 million).
According to number of Unique viewers:
- video music channel VEVO maintained the top position in the ranking with 36.1 million viewers
- ZEFR reached the second spot with 31.4 million unique viewers
- Fullscreen followed with 26.4 million
- Maker Studios Inc. with 25.8 million
- Warner Music with 22.6 million.
Property | Total Unique viewers (000) | Videos (000) | Minutes Per Viewer |
---|---|---|---|
VEVO @Youtube | 36,088 | 603,240 | 48.8 |
ZEFR @Youtube | 31,361 | 168,894 | 12.8 |
Full Screen @Youtube | 26,412 | 376,739 | 40.6 |
Maker Studios Inc.@Youtube | 25,790 | 534,962 | 63,4 |
Warner Music@Youtube | 22,559 | 154,601 | 19.1 |
UMG@Youtube | 19,157 | 71,188 | 10.5 |
Warnerbros vfp @Youtube | 18,200 | 53,972 | 5.4 |
The Orchard @Youtube | 18,029 | 75,590 | 11.3 |
rumblefish @Youtube | 17,476 | 47,476 | 7.1 |
GEICO @Youtube | 14,114 | 36,177 | 3.3 |
Top YouTube Partner Channels Ranked by Unique Video Viewers.January 2014.Total US – Home and Work Locations.Content Videos Only (Ad Videos Not Included).Source: comScore Video Metrix
Top 10 Video Content Properties by Unique Viewers
- Google Sites, driven primarily by video viewing at YouTube.com, ranked first as online video content property in January with 157.6 million unique viewers.
- Facebook ranked second with 84.9 million viewers
- AOL, Inc. followed with 60.6 million
- NDN with 51.4 million
- Yahoo Sites with 44.9 million.
In all, nearly 48.7 billion video content views occurred during the month, with Google Sites generating the highest number at 12.6 billion, followed by Facebook with 5 billion and AOL, Inc. with 1.2 billion.
Google Sites had the highest average engagement among the top ten properties.
Property | Total Unique viewers (000) | Videos (000) | Minutes per viewer |
---|---|---|---|
Total internet: Total audience | 183,778 | 48,682,572 | 1,155.3 |
Google sites | 157,585 | 12,617,013 | 328.3 |
84,859 | 4,988,919 | 83.5 | |
AOL,Inc | 60,590 | 1,225,725 | 61.7 |
NDN | 51,353 | 573,307 | 73.1 |
Yahoo, Sites | 44,897 | 384,092 | 59.1 |
Vimeo | 41,676 | 203,873 | 31.9 |
Amazon Sites | 38,618 | 185,026 | 22.5 |
Microsoft Sites | 38,459 | 641,217 | 40.7 |
VEVO | 36,805 | 612,936 | 48.5 |
ZEFR | 31,369 | 168,956 | 12.8 |
Top YouTube Partner Channels Ranked by Unique Video Viewers.January 2014.Total US – Home and Work Locations.Content Videos Only (Ad Videos Not Included).Source: comScore Video Metrix
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