The latest data on the U.S. online video landscape from comScore are out and they reveal some interesting findings, including a brand-new list of the top YouTube partners. Facebook is now a top-three U.S. video property, while some niche YouTube partner sites show strong levels of engagement.
For the first time, comScore included its YouTube Partner Reporting. “This new feature 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,” according to the company.
Machinima, an online entertainment network, was the YouTube partner that displayed the highest level of engagement with its viewers. The site reached 16.9 million unique viewers in July, each viewing 72.7 minutes of YouTube videos during the month – the most of any YouTube partner. Machinima’s viewers watched a total of 265.4 million videos in July.
VEVO led the way in terms of total unique viewers with 56.7 million. Each viewer watched 65.8 minutes of YouTube videos in July and watched a total of 844.0 million videos. Warner Music drew an audience of 31.3 million viewers, followed by Machinima, Demand Media with 15.2 million, Maker Studios with 11.4 million and Revision3 with 7.6 million.
According to comScore, Google Sites was the No. 1 U.S. online video content property in July with 158.1 million unique viewers, who accumulated a total of 3.0 billion viewing sessions. Each viewer watched an average of 353.7 minutes of videos.
VEVO followed with 62.1 million unique viewers, 502.7 million viewing sessions and 66.0 minutes per viewer. Facebook.com climbed to take the No. 3 spot with 51.4 million viewers, 186.4 million viewing sessions and 17.9 minutes per viewer.
Microsoft Sites, Viacom Digital, Yahoo Sites, AOL Inc., Turner Digital, Hulu and NBC Universal rounded out the top 10 online video content properties in the U.S. in July.
There were a total of 180.3 million unique viewers in the U.S. during the month, accounting for an all-time high 6.9 million viewing session. comScore noted that the average viewer in July watched 18.5 hours of online video content.
Hulu was the top U.S. online video ad property ranked by video ads viewed, with 962.9 million ads viewed in July. The site also delivered the most total ad minutes (409 million) and the highest frequency (40.4 ads per viewer).
Adap.tv was second with 674.3 million ads viewed, followed by Tremor Video with 639.2 million ads viewed.
There were a total of 5.3 billion video ads viewed in July, with these ads reaching 49.3 percent of the total U.S. population an average of 35.9 times during the month.
Video ads accounted for 12.4 percent of all videos viewed in July and 1.2 percent of all minutes spent viewing video online, according to comScore.
According to separate numbers from Nielsen, Asians are the racial/ethnic group to watch the most online video, average six-plus hours more per month than whites, and nearly four hours more per month than Hispanics.
Nielsen also found that 63 percent of respondents to a survey said that “free/low subscription rates” is the most important attribute for mobile video apps.
“In fact, as long as consumers can get the video app for free, or at a low cost, more than half (56%) of respondents said they don’t mind mobile advertisements on video apps—especially if it allows them to access content for free.”
Sources:
http://www.comscore.com/Press_Events/Press_Releases/2011/8/comScore_Releases_July_2011_U.S._Online_Video_Rankings
http://blog.nielsen.com/nielsenwire/online_mobile/american-video-habits-by-age-gender-and-ethnicity/
http://blog.nielsen.com/nielsenwire/online_mobile/consumers-say-freelow-cost-is-most-important-when-choosing-mobile-video-apps/
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