comScore Releases February 2012 U.S. Online Video Rankings

comScore, Inc., March 16, 2012

Hulu Streams Record 1.5 Billion Videos Ads in February

comScore Releases February 2012 U.S. Online Video Rankings

Hulu Streams Record 1.5 Billion Videos Ads in February

PR Newswire

RESTON, Va., March 16, 2012 /PRNewswire/ -- comScore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today released data from the comScore Video Metrix service showing that 179 million U.S. Internet users watched nearly 38 billion videos of online video content in February.

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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 February with 147.4 million unique viewers, followed by Yahoo! Sites with 60.9 million, VEVO with 52 million, Facebook.com with 43.6 million and Viacom Digital with 43.2 million. Nearly 38 billion video views occurred during the month, with Google Sites generating the highest number at 16.7 billion, followed by Hulu with 951 million and Yahoo! Sites with 721 million. The average viewer watched 21.8 hours of online video content, with Google Sites (7 hours) and Hulu (3.8 hours) demonstrating the highest average engagement among the top ten properties.

Please follow this link to view a social chart on the below dataset: http://www.comscore.com/Press_Events/Press_Releases/2012/3/comScore_Releases_February_2012_U.S._Online_Video_Rankings

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

February 2012

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

179,112

37,791,580

1,305.8

Google Sites

147,426

16,671,058

418.2

Yahoo! Sites

60,882

721,372

67.8

VEVO

52,014

696,969

60.5

Facebook.com

43,646

239,861

22.7

Viacom Digital

43,171

482,854

60.4

AOL, Inc.

40,802

442,308

46.1

Microsoft Sites

40,004

570,170

53.5

Comcast NBCUniversal

39,042

205,647

29.0

Hulu

31,021

950,969

226.5

Turner Digital

28,997

268,699

31.9

*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.

Top 10 Video Ad Properties by Video Ads Viewed
Americans viewed 7.5 billion video ads in February, with Hulu delivering a record-high number of video ad impressions at more than 1.5 billion. Google Sites ranked second with 1.1 billion video ads during the month, followed by Adap.tv with 706 million, BrightRoll Video Network with 683 million and Specific Media with 611 million. Time spent watching video ads totaled nearly 3.2 billion minutes, with Hulu delivering the highest duration of video ads at 650 million minutes. Video ads reached 50 percent of the total U.S. population an average of 49 times during the month. Hulu delivered the highest frequency of video ads to its viewers with an average of 48, while ESPN delivered an average of 26 ads per viewer.

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

February 2012

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

7,495,201

3,184

49.1

50.0

Hulu

1,557,832

650

48.2

10.6

Google Sites

1,124,892

119

15.6

23.5

Adap.tv

705,719

424

10.6

21.8

BrightRoll Video Network**

683,440

429

6.9

32.4

Specific Media**

611,076

302

7.0

28.5

Tremor Video**

491,050

264

11.4

14.1

ESPN

477,284

165

26.2

6.0

Auditude, Inc.**

411,726

174

10.5

12.8

Microsoft Sites

393,069

154

11.1

11.6

TubeMogul Video Ad Platform**

334,477

148

7.7

14.2

Note:Google Sites' video ad data includes a sizeable increase vs. previous months due to the recent inclusion of certain YouTube ad formats in our reporting. Any changes vs. previous months should not be treated as organic growth. In addition, Google Sites' video ad data currently does not include promoted videos on YouTube or homepage ads.  
*Video ads include streaming-video advertising only and do not include other types of video monetization, such as overlays, branded players, matching banner ads, homepage ads, etc.
**Indicates video ad network
†Indicates video ad exchange

Top 10 YouTube Partner Channels by Unique Viewers
The February 2012 YouTube partner data revealed that video music channels VEVO (50.8 million viewers) and Warner Music (29.9 million viewers) maintained the top two positions. Gaming channel Machinima ranked third with 22.9 million viewers, followed by Maker Studios Inc. with 14.4 million, FullScreen with 12 million and Warner Bros (The Ellen Show) with 9 million. Among the top 10 YouTube partners, Machinima demonstrated the highest engagement (64 minutes per viewer) closely followed by VEVO (61 minutes per viewer), while VEVO streamed the most videos (674 million) followed by Machinima (344 million).

Top YouTube Partner Channels* Ranked by Unique Video Viewers
February 2012

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

50,755

674,126

60.5

Warner Music @ Youtube

29,893

185,032

27.7

Machinima @ YouTube

22,910

343,531

63.7

Maker Studios Inc. @ YouTube

14,432

155,108

47.1

FullScreen @ YouTube

11,999

54,648

19.0

Warner Bros (The Ellen Show) @ YouTube

8,992

38,543

17.8

BroadbandTV @ YouTube

8,626

37,847

16.4

Big Frame @ YouTube

8,072

42,810

20.1

Clevvertv @ YouTube

7,017

13,105

7.8

Demand Media @ YouTube

6,816

17,420

9.5

*YouTube Partner Reporting based on online video content viewing and does not include claimed user-generated content

Other notable findings from February 2012 include:

  • 83.8 percent of the U.S. Internet audience viewed online video.
  • The duration of the average online content video was 6.2 minutes, while the average online video ad was 0.4 minutes.
  • Video ads accounted for 16.6 percent of all videos viewed and 1.3 percent of all minutes spent viewing video online.

 

About comScore
comScore, Inc. (NASDAQ: SCOR) is a global leader in measuring the digital world and preferred source of digital business analytics. For more information, please visit www.comscore.com/companyinfo.

SOURCE comScore, Inc.

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