The comScore Video Metrix service has just released data that shows 181.9 million Americans watched 38.8 billion online content videos in April 2013, while the number of video ad views reached an all-time high of 13.2 billion.
Since comScore introduced three important methodological changes to its estimates with the release of the August 2012 U.S. Video Metrix data, it isn’t possible to do a year-over-year comparison of data that is apples-to-apples. Nevertheless, a record number of video ad views in April speaks for itself.
Top 10 Video Content Properties by Unique Viewers
Google, driven primarily by video viewing at YouTube, ranked as the top online video content property in April 2013 with 154.6 million unique viewers in the U.S. YouTube recently announced that more than 1 billion unique users from around the world visit YouTube every single month. YouTube also celebrated its 8th birthday 5 days ago by announcing that more than 100 hours of video are uploaded to YouTube every minute.
In the U.S. rankings, YouTube is followed by Facebook with 627 million unique visitors in April 2013, VEVO with 52.9 million, NDN with 45.3 million, and Yahoo sites with 45.1 million. Nearly 39 billion video content views occurred during the month, with Google sites generating the highest number at 13 billion and Facebook reaching an all-time high once again with 740.8 million. Google sites had the highest average engagement among the top 10 properties, with 401 minutes per viewer.
Top 10 Video Ad Properties by Video Ads Viewed
Americans viewed a record 13.3 billion video ads in April, with Google sites ranking first with 2.4 billion ads. BrightRoll Platform came in second with 2.2 billion, followed by LiveRail.com with 1.7 billion, Adap.tv with 1.5 billion and Hulu with 1.4 billion.
Time spent watching video ads totaled 5.1 billion minutes, with BrightRoll Platform delivering the highest duration of video ads at 1.1 billion minutes. Video ads reached 53 percent of the total U.S. population an average of 82 times during the month. Hulu delivered the highest frequency of video ads to its viewers with an average of 63.
Top 10 YouTube Partner Channels by Unique Viewers
The April 2013 YouTube partner data revealed that video music channel VEVO maintained the top position in the ranking with 51.7 million viewers. Fullscreen held onto second position with 37.4 million viewers, followed by Maker Studios Inc. with 33.8 million, Warner Music with 32.2 million and ZEFR (formerly MovieClips) with 28.1 million.
Among the top 10 YouTube partners, Machinima demonstrated the highest engagement (64 minutes per viewer), followed by Maker Studios Inc. (50 minutes per viewer). VEVO streamed the greatest number of videos (586 million), followed by Maker Studios Inc. (471 million).
Other notable findings from April 2013 include:
- 84.7 percent of the U.S. Internet audience viewed online video.
- The duration of the average online content video was 5.6 minutes, while the average online video ad was 0.4 minutes.
- Video ads accounted for 25.5 percent of all videos viewed and 2.3 percent of all minutes spent viewing video online.
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