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comScore Releases December 2013 U.S. Online Video Rankings

Online Content Videos Exceed 50 Billion Monthly Views for First Time on Record

RESTON, Va., Jan. 10, 2014 /PRNewswire/ -- comScore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today released data from the comScore Video Metrix service showing that 188.2 million Americans watched 52.4 billion online content videos in December, while the number of video ad views totaled 35.2 billion.

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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 December with 159.1 million unique viewers. Facebook ranked #2 with 79.1 million viewers, followed by AOL, Inc. with 76.2 million, Yahoo sites with 53.5 million and NDN with 49.4 million. Nearly 52.4 billion video content views occurred during the month, with Google Sites generating the highest number at 13.4 billion, followed by Facebook with 3.7 billion and AOL, Inc. with 1.4 billion. Google Sites had the highest average engagement among the top ten properties.

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

December 2013

Total U.S. – Home and Work Locations

Content Videos Only (Ad Videos Not Included)

Source: comScore Video Metrix

Property

Total Unique Viewers (000)

Videos (000)*

Minutes per Viewer

Total Internet : Total Audience 

188,249

52,374,583

1,164.5

Google Sites

159,090

13,384,434

356.7

Facebook**

79,105

3,749,940

50.1

AOL, Inc.

76,178

1,414,138

60.4

Yahoo Sites

53,499

392,542

47.8

NDN

49,388

530,275

71.2

Amazon Sites

44,626

215,795

17.1

VEVO

39,424

632,788

51.0

Microsoft Sites

36,662

609,765

36.9

Vimeo

32,932

142,426

32.3

Turner Digital

29,008

221,105

39.0

*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.

**Facebook's December 2013 online video viewership, particularly the number of video views, is substantially higher than prior months due to both organic and inorganic factors. The largest (and inorganic) source of increase is the recent inclusion, following a technical validation effort, of a significant volume of short (typically 6-second) Vine videos that have been uploaded to Facebook. The other, and currently less significant, factor is the limited roll-out in December of auto-play videos in the Facebook News Feed.

Top 10 Video Ad Properties by Video Ads Viewed
Americans viewed nearly 35.2 billion video ads in December, with AOL, Inc. maintaining the #1 position with 4.3 billion ad impressions. LiveRail.com came in second with 3.6 billion ads, followed by Google Sites also with 3.6 billion, SpotXchange Video Ad Marketplace with 2.9 billion and TubeMogul Video Ad Platform with 2.5 billion. Time spent watching video ads totaled 13.2 billion minutes, with AOL, Inc. delivering the highest duration of video ads at nearly 1.9 billion minutes. Video ads reached 55.6 percent of the total U.S. population an average of 204 times during the month. Hulu delivered the highest frequency of video ads to its viewers with an average of 82.

Top U.S. Online Video Ad Properties Ranked by Video Ads* Viewed

December 2013

Total U.S. – Home and Work Locations

Ad Videos Only (Content Videos Not Included)

Source: comScore Video Metrix

Property

Video Ads (000)

Total Ad Minutes (MM)

Frequency (Ads per Viewer)

% Reach Total U.S. Population

Total Internet : Total Audience 

35,235,361

13,235

204.1

55.6

AOL, Inc. (including Adap.tv)

4,326,305

1,850

26.9

51.9

LiveRail.com†

3,566,607

1,506

23.4

49.2

Google Sites

3,564,204

353

32.3

35.6

SpotXchange Video Ad Marketplace†

2,895,520

975

24.5

38.0

TubeMogul Video Ad Platform†

2,467,934

802

21.3

37.3

BrightRoll Platform**†

2,451,140

1,148

14.8

53.3

Specific Media**

2,185,660

859

13.8

51.2

Hulu

1,388,482

551

82.3

5.4

Tremor Video**

1,209,948

537

11.7

33.3

Videology†

991,078

445

10.5

30.4

*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 December 2013 YouTube partner data revealed that video music channel VEVO maintained the top position in the ranking with 38.5 million viewers. Fullscreen held onto the #2 spot with 27.3 million unique viewers, followed by ZEFR with 26.6 million, Maker Studios Inc. with 24.7 million, and Warner Music with 22.7 million. Among the top 10 YouTube partners, Maker Studios Inc. demonstrated the highest engagement (72 minutes per viewer), followed by VEVO (51 minutes per viewer). VEVO streamed the greatest number of videos (622 million), followed by Maker Studios Inc. (523 million).

Top YouTube Partner Channels Ranked by Unique Video Viewers

December 2013

Total U.S. – Home and Work Locations

Content Videos Only (Ad Videos Not Included)

Source: comScore Video Metrix

Property

Total Unique Viewers (000)

Videos (000)

Minutes per Viewer

VEVO @ YouTube

38,460

622,057

51.1

Fullscreen @ YouTube

27,346

358,267

40.9

ZEFR @ YouTube

26,598

143,042

14.9

Maker Studios Inc. @ YouTube

24,726

522,869

72.2

Warner Music @ YouTube

22,672

151,209

19.1

warnerbros vfp @ YouTube

20,032

61,301

5.3

The Orchard @ YouTube

18,987

78,701

11.8

google @ YouTube

17,965

47,075

4.6

rumblefish @ YouTube

17,396

45,932

7.4

UMG @ YouTube

16,295

66,580

11.0

Other notable findings from December 2013 include:

  • 86.9 percent of the U.S. Internet audience viewed online video.
  • The duration of the average online content video was 4.2 minutes, while the average online video ad was 0.4 minutes.
  • Video ads accounted for 40.2 percent of all videos viewed and 5.7 percent of all minutes spent viewing video online.

About comScore
comScore, Inc. (NASDAQ: SCOR) is a global leader in digital measurement and analytics, delivering insights on web, mobile and TV consumer behavior that enable clients to maximize the value of their digital investments. For more information, please visit www.comscore.com/companyinfo.

 

SOURCE comScore, Inc.

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