Maker Studios Inc. Climbs Into #3 Position in YouTube Partner Channels Ranking
RESTON, VA – comScore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, released data from the comScore Video Metrix service showing that 181 million U.S. Internet users watched more than 39 billion online content videos in September, while video ad views totaled 9.4 billion.
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 September with 150.3 million unique viewers, followed by Yahoo! Sites with 57.4 million, AOL, Inc. with 53.8 million, VEVO with 50.3 million and Facebook.com with 46.4 million. More than 39 billion video content views occurred during the month, with Google Sites generating the highest number at 13.1 billion, followed by AOL, Inc. with 741 million. Google Sites had the highest average engagement among the top ten properties.
| Top U.S. Online Video Content Properties Ranked by Unique Video Viewers September 2012 Total U.S. – Home and Work Locations Content Videos Only (Ad Videos Not Included) Source: comScore Video Metrix |
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| Property | Total Unique Viewers (000) | Videos (000)* | Minutes per Viewer |
| Total Internet : Total Audience | 181,411 | 39,355,895 | 1,399.0 |
| Google Sites | 150,287 | 13,123,205 | 419.1 |
| Yahoo! Sites | 57,386 | 498,525 | 49.1 |
| AOL, Inc. | 53,806 | 741,267 | 39.4 |
| VEVO | 50,296 | 569,787 | 38.7 |
| FACEBOOK.COM | 46,437 | 233,223 | 13.6 |
| Grab Media, Inc. | 41,027 | 267,138 | 44.2 |
| Viacom Digital | 40,919 | 362,148 | 44.1 |
| NDN | 40,470 | 422,914 | 75.1 |
| Microsoft Sites | 36,721 | 376,505 | 42.0 |
| Amazon Sites | 31,157 | 106,758 | 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 9.4 billion video ads in September, with each of the top 5 video ad properties delivering more than 1-billion video ads. Google Sites ranked first with 1.8 billion ads, followed by BrightRoll Video Network with more than 1.3 billion, Hulu with 1.2 billion, Liverail.com with more than 1.1 billion and Adap.tv with 1 billion. Time spent watching video ads totaled 3.4 billion minutes, with BrightRoll Video Network delivering the highest duration of video ads at 681 million minutes. Video ads reached 51 percent of the total U.S. population an average of 60 times during the month. Hulu delivered the highest frequency of video ads to its viewers with an average of 51, while Google Sites delivered an average of 20 ads per viewer.
| Top U.S. Online Video Ad Properties Ranked by Video Ads* Viewed September 2012 Total U.S. – Home and Work Locations Ad Videos Only (Content Videos Not Included) Source: comScore Video Metrix |
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| Property | Video Ads (000) | Total Ad Minutes (MM) | Frequency (Ads per Viewer) | % Reach Total U.S. Population |
| Total Internet : Total Audience | 9,436,158 | 3,377 | 60.2 | 51.0 |
| Google Sites | 1,760,636 | 142 | 19.6 | 29.2 |
| BrightRoll Video Network** | 1,354,354 | 681 | 10.2 | 43.2 |
| Hulu | 1,170,014 | 456 | 51.0 | 7.5 |
| LIVERAIL.COM** | 1,153,928 | 552 | 12.3 | 30.6 |
| ADAP.TV†| 1,036,873 | 530 | 10.8 | 31.3 |
| Specific Media** | 787,025 | 326 | 6.8 | 37.7 |
| Tremor Video** | 758,561 | 360 | 11.8 | 20.9 |
| Auditude, Inc.** | 744,082 | 190 | 13.1 | 18.5 |
| TubeMogul Video Ad Platform** | 539,315 | 244 | 7.4 | 23.8 |
| SpotXchange Video Ad Marketplace†| 528,285 | 287 | 9.5 | 18.0 |
*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
Top 10 YouTube Partner Channels by Unique Viewers
The September 2012 YouTube partner data revealed that video music channel VEVO (48.8 million viewers) maintained the top position in the ranking, followed by Warner Music with 24.4 million. Maker Studios Inc. climbed into the #3 position for the first time with 23.5 million viewers, followed by Machinima with 22.7 million and Fullscreen with 21.2 million. Among the top 10 YouTube partners, Machinima demonstrated the highest engagement (70 minutes per viewer) followed by VEVO (38 minutes per viewer). VEVO streamed the greatest number of videos (545 million), followed by Machinima (449 million).
| Top YouTube Partner Channels* Ranked by Unique Video Viewers September 2012 Total U.S. – Home and Work Locations Content Videos Only (Ad Videos Not Included) Source: comScore Video Metrix |
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| Property | Total Unique Viewers (000) | Videos (000) | Minutes per Viewer |
| VEVO @ YouTube | 48,794 | 545,418 | 38.0 |
| Warner Music @ Youtube | 24,355 | 133,735 | 18.5 |
| Maker Studios Inc. @ YouTube | 23,469 | 244,977 | 37.1 |
| Machinima @ YouTube | 22,746 | 449,310 | 69.9 |
| Fullscreen @ YouTube | 21,192 | 118,590 | 16.8 |
| ygent @ YouTube | 12,583 | 43,410 | 12.4 |
| Schmooru @ YouTube | 11,548 | 29,642 | 8.7 |
| BroadbandTV @ YouTube | 10,560 | 62,872 | 18.2 |
| Big Frame @ YouTube | 8,441 | 48,649 | 19.4 |
| Alloy Digital @ YouTube | 8,010 | 34,074 | 13.0 |
*YouTube Partner Reporting based on online video content viewing and does not include claimed user-generated content
Other notable findings from September 2012 include:
- 85 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 19.3 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.
