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Press release from PR Newswire

comScore Releases March 2012 U.S. Online Video Rankings

Thursday, April 19, 2012

comScore Releases March 2012 U.S. Online Video Rankings15:34 EDT Thursday, April 19, 2012Video Ad Impressions Reach Record Numbers in MarchRESTON, Va., April 19, 2012 /PRNewswire/ -- comScore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today released data from the comScore Video Metrix service showing that 181 million U.S. Internet users watched nearly 37 billion online content videos in March, while video ads topped 8 billion for the first time on record. (Logo:  http://photos.prnewswire.com/prnh/20080115/COMSCORELOGO)Top 10 Video Content Properties by Unique ViewersGoogle Sites, driven primarily by video viewing at YouTube.com, ranked as the top online video content property in March with 146.1 million unique viewers, followed by Yahoo! Sites with 60.6 million, VEVO with 51.3 million, Facebook.com with 45.1 million and Viacom Digital with 44.3 million. Nearly 37 billion video views occurred during the month, with Google Sites generating the highest number at 15.7 billion, followed by Hulu with 1 billion and Yahoo! Sites with 815 million. The average viewer watched 21.7 hours of online video content, with Google Sites (7.1 hours) and Hulu (4.6 hours) posting the highest average engagement among the top ten properties. Top U.S. Online Video Content Properties Ranked by Unique Video ViewersMarch 2012Total U.S. ? Home and Work LocationsContent Videos Only (Ad Videos Not Included)Source: comScore Video MetrixPropertyTotal Unique Viewers (000)Videos (000)*Minutes per ViewerTotal Internet : Total Audience 181,06236,984,8721,304.8Google Sites146,09715,748,884424.6Yahoo! Sites60,609814,83872.4VEVO51,337706,29163.0Facebook45,073247,01021.3Viacom Digital44,251547,73263.2AOL, Inc.43,701496,41550.3Turner Digital42,917288,88724.8Microsoft Sites41,169494,52946.7Comcast NBCUniversal32,164178,18936.9Hulu31,1041,010,527275.2*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 ViewedAmericans viewed more than 8.3 billion video ads in March, representing an all-time high, with Hulu delivering another month of record video ad views at more than 1.7 billion. Google Sites ranked second with more than 1.2 billion video ads during the month, followed by BrightRoll Video Network with 953 million, Adap.tv with 892 million and Specific Media with more than 775 million. Time spent watching video ads totaled 3.5 billion minutes, with Hulu delivering the highest duration of video ads at 690 million minutes. Video ads reached 51 percent of the total U.S. population an average of 53 times during the month. Hulu delivered the highest frequency of video ads to its viewers with an average of 51, while ESPN delivered an average of 26 ads per viewer.Top U.S. Online Video Ad Properties Ranked by Video Ads* ViewedMarch 2012Total U.S. ? Home and Work LocationsAd Videos Only (Content Videos Not Included)Source: comScore Video MetrixPropertyVideo Ads (000)Total Ad Minutes (MM)Frequency (Ads per Viewer)% Reach Total U.S. PopulationTotal Internet : Total Audience 8,370,4923,54553.451.2Hulu1,754,12869050.711.3Google Sites1,269,46512917.224.2BrightRoll Video Network**953,2345898.536.4Adap.tvt892,04253112.024.3Specific Media**775,5303588.031.6Tremor Video**675,98336613.616.2ESPN562,58420626.47.0TubeMogul Video Ad Platform**537,18018510.816.2Auditude, Inc.**466,42319510.913.9CBS Interactive415,65219217.87.6*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 networktIndicates video ad exchangeTop 10 YouTube Partner Channels by Unique ViewersThe March 2012 YouTube partner data revealed that video music channels VEVO (49.1 million viewers) and Warner Music (30.3 million viewers) maintained the top two positions. Gaming channel Machinima ranked third with 22.9 million viewers, followed by Maker Studios Inc. with 14.6 million, FullScreen with 12 million and BroadbandTV with 8.5 million. Among the top 10 YouTube partners, Machinima demonstrated the highest engagement (69 minutes per viewer) followed by VEVO (62.5 minutes per viewer). VEVO streamed the most videos (670 million), followed by Machinima (379 million). Top YouTube Partner Channels* Ranked by Unique Video ViewersMarch 2012Total U.S. ? Home and Work LocationsContent Videos Only (Ad Videos Not Included)Source: comScore Video MetrixPropertyTotal Unique Viewers (000)Videos (000)Minutes per ViewerVEVO @ YouTube49,090669,86762.5Warner Music @ Youtube30,255195,88328.4Machinima @ YouTube22,892378,75869.0Maker Studios Inc. @ YouTube14,635161,88247.6FullScreen @ YouTube11,95657,96920.2BroadbandTV @ YouTube8,45240,24617.7Big Frame @ YouTube8,01344,32521.5Warner Bros (The Ellen Show) @ YouTube7,37238,89221.1Schmooru @ YouTube6,99122,12015.4Clevvertv @ YouTube6,71813,4558.1*YouTube Partner Reporting based on online video content viewing and does not include claimed user-generated contentOther notable findings from March 2012 include:83.5 percent of the U.S. Internet audience viewed online video. The duration of the average online content video was 6.4 minutes, while the average online video ad was 0.4 minutes. Video ads accounted for 18.5 percent of all videos viewed and 1.5 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.For further information: Stephanie Flosi, comScore, Inc., +1-312-777-8801,press@comscore.com