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comScore Releases January 2014 U.S. Online Video Rankings

SpotXchange Captures Top Spot in Ad Ranking, Serves the Most Video Ads in January

RESTON, Va., Feb. 21, 2014 /PRNewswire/ -- comScore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today 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.

(Logo: http://photos.prnewswire.com/prnh/20080115/COMSCORELOGO)

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 January with 157.6 million unique viewers. Facebook ranked #2 with 84.9 million viewers, followed by AOL, Inc. with 60.6 million, NDN with 51.4 million and Yahoo Sites with 44.9 million. 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.

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

January 2014

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 

183,778

48,682,572

1,155.3

Google Sites

157,585

12,617,013

328.3

Facebook

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

*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.

Top 10 Video Ad Properties by Video Ads Viewed
Americans viewed nearly 26.9 billion video ads in January, with SpotXchange Video Ad Marketplace capturing the #1 position with 3.5 billion ad impressions. AOL, Inc. came in second with 2.9 billion ads, followed by Google Sites with 2.9 billion, Live Rail with 2.4 billion and 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 U.S. 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.

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

January 2014

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 

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 Adap.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**

887,532

418

8.5

33.8

Videology†

518,542

245

7.1

23.6

*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 January 2014 YouTube partner data revealed that video music channel VEVO maintained the top position in the ranking with 36.1 million viewers. ZEFR climbed into the #2 spot with 31.4 million unique viewers, followed by Fullscreen with 26.4 million, Maker Studios Inc. with 25.8 million and Warner Music with 22.6 million. 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).

Top YouTube Partner Channels Ranked by Unique Video Viewers

January 2014

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

36,088

603,240

48.8

ZEFR @ YouTube

31,361

168,894

12.8

Fullscreen @ 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

Other notable findings from January 2014 include:

  • 85.1 percent of the U.S. 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.

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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