RESTON, VA, September 22, 2011 – comScore, Inc. (NASDAQ: SCOR), a
leader in measuring the digital world, today released data from the
comScore Video Metrix service showing that 180 million U.S. Internet users
watched online video content in August for an average of 18 hours per viewer.
The total U.S. Internet audience engaged in a record 6.9 billion viewing
YouTube Partner Rankings Now Fully Released in Video Metrix
August marks the first month of official rankings for
YouTube Partner Reporting within the Video Metrix offering, for a
never-before-seen comparison of viewership across thousands of YouTube partners
and their channels. This offering provides a comprehensive and granular view of
the unique audiences within different YouTube partner channels, enabling
advertisers to more-easily create and optimize campaigns across specific
channels to reach desired target audiences.
The data revealed that video music channels VEVO (60.6 million viewers) and
Warner Music (30.9 million viewers) assumed the top two positions. Gaming
channel Machinima ranked third with 17.7 million viewers, followed by Maker
Studios with 10 million, Demand Media with 8.4 million and Revision3 with 6.6
million. Within the top 10 partners, TheGameStation demonstrated the highest
engagement with 76.5 minutes per viewer on average. Machinima was a close second
on average engagement at 72.6 minutes per viewer, while accounting for the
second most videos viewed (289 million) after VEVO. Interestingly, 68.1 percent
of Machinima viewers were male and 70.3 percent were under the age of 35.
Top YouTube Partner
Channels* Ranked by Unique Video Viewers August 2011 Total U.S. – Home/Work/University Locations Source:
comScore Video Metrix
Total Unique Viewers (000)
Videos Viewed (000)
Minutes per Viewer
VEVO @ YouTube
Warner Music @ Youtube
Machinima @ YouTube
Maker Studios @ YouTube
Demand Media @ YouTube
Revision3 @ YouTube
Associated Press (AP) @ YouTube
Clevvertv @ YouTube
FullScreen @ YouTube
IGN @ YouTube
*YouTube Partner Reporting based on online video content viewing and does
not include claimed user-generated content
Google Sites, driven primarily by video viewing at YouTube.com, ranked as the
top online video content property in August with 162 million unique viewers,
while VEVO ranked second with 62.3 million. Facebook.com remained at the #3
position with 51.7 million viewers, followed by Viacom Digital with 49.9 million
and Microsoft Sites with 46.4 million. Total viewing sessions reached another
all-time high in August at 6.9 billion, with Google Sites generating the highest
number of viewing sessions (3.5 billion). The average viewer watched 18 hours of
online video content during the course of the month, with Google Sites (5.7
hours) and Hulu (3.2 hours) demonstrating the highest engagement.
Top U.S. Online Video
Content Properties Ranked by Unique Video Viewers August 2011 Total U.S. – Home/Work/University Locations Source:
comScore Video Metrix
Total Unique Viewers (000)
Viewing Sessions (000)
Minutes per Viewer
Total Internet : Total Audience
Top 10 Video Ad Properties by Video Ads Viewed
Americans viewed more than 5.6 billion video ads in August, with Hulu
generating the highest number of video ad impressions at 996 million. Tremor
Video ranked second overall (and highest among video ad exchanges/networks) with
764 million ad views, followed by Adap.tv (720 million) and BrightRoll Video
Network (603 million). Time spent watching video ads totaled more than 2.5
billion minutes during the month, with Hulu delivering the highest duration of
video ads at 426 million minutes. Video ads reached 50 percent of the total U.S.
population an average of 37.6 times during the month. Hulu delivered the highest
frequency of video ads to its viewers with an average of 38.1.
Top U.S. Online Video Ad
Properties Ranked by Video Ads* Viewed August 2011
Total U.S. – Home/Work/University Locations Source: comScore
Video Ads (000)
Total Ad Minutes (MM)
Frequency (Ads per Viewer)
% Reach Total U.S. Population
Total Internet : Total Audience
BrightRoll Video Network**
SpotXchange Video Ad Marketplace**
*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
Other notable findings from August 2011 include:
85.8 percent of the U.S. Internet audience viewed online video.
The duration of the average online content video was 5.3 minutes, while
the average online video ad was 0.5 minutes.
Video ads accounted for 13.4 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.
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