As authorities in Mexico were stepping up preparations for an evacuation around the Popocatepetl volcano in case of a major eruption, the latest data from comScore Video Metrix shows that YouTube has already erupted as the second leading video ad property by video ads viewed. And comScore only charts YouTube’s TrueView in-stream and in-slate ads, but not other types of video monetization, such as YouTube’s TrueView in-search or in-display ads, homepage ads, in-video overlay ads, or display ads.
In March 2012, 181 million U.S. Internet users watched online content videos for an average of 1,304.8 minutes per viewer. By comparison, 174 million U.S. Internet users watched online video content in March 2011 for an average of 889.1 minutes per viewer. That’s an increase of only 4 percent in unique viewers, but it’s an increase of 46.8 percent in time spent viewing content videos year over year.
In March 2012, Google sites, driven primarily by video viewing at YouTube.com, ranked as the top online video content property with 146.1 million unique viewers, followed by Yahoo sites with 60.6 million, VEVO with 51.3 million, Facebook with 45.1 million, and Viacom Digital with 44.3 million.
In March 2011, Google sites ranked as the top online video content property with 143.2 million unique viewers, followed by AOL with 57.0 million viewers, Yahoo sites with 56.4 million viewers, Microsoft sites with 53.1 million viewers, and VEVO with 52.6 million viewers.
So, unique viewers to Google Sites are up only 2.0 percent year over year.
On the other hand, the average viewer watched 424.6 minutes online video content on Google Sites in March 2012, compared to 275.6 minutes in March 2011. That’s an increase of 54.1 percent in time spent viewing online video content year over year.
Here’s what comScore charted next.
In March 2012, Americans viewed more than 8.3 billion video ads, 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.
Time spent watching video ads totaled 3.5 billion minutes, with Hulu delivering the highest duration of video ads at 690 million minutes. By comparison, Google Sites delivered video ads for 129 minutes.
In March 2011, Americans viewed 4.3 billion video ads, with Hulu generating the highest number of video ad impressions at more than 1.2 billion. Google sites weren’t even in the top 10 U.S. Online Video Properties by Video Ads Viewed because comScore defines “video ads” as streaming-video advertising only and does not include other types of video monetization, such as overlays, branded players, matching banner ads, or homepage ads.
In March 2011, time spent watching videos ads neared 1.9 billion minutes, with Hulu delivering the highest duration of video ads at 520 million minutes. And Google sites weren’t even in the top 10 U.S. Online Video Properties.
What a difference a year makes.
In other news, the March 2012 YouTube partner data from comScore Video Metrix 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).
A year ago, YouTube partner data wasn’t even available. The first month of official rankings for comScore YouTube Partner Reporting was August 2011.
What does this mean to marketers? It means you need to keep your ear to the ground – literally. You can already hear YouTube rumbling loudly and spewing plumes of ash, water vapor, and hot rocks high into the sky, scaring nearby residents and putting officials on alert.
Now is the time to prepare for YouTube’s volcanic eruption as the top video ad property.