According to the latest data from the comScore Video Metrix service, 187 million Americans watched more than 48 billion online content videos in July, while the number of video ad views totaled 19.6 billion. By comparison, 183 million Americans watched more than 44 billion online content videos in June, while the number of video ad views surpassed 20 billion.
Top Video Content Properties by Unique Viewers
In July, Google Sites, driven primarily by video viewing at YouTube.com, ranked as the top online video content property with 167.9 million unique viewers (up 6 percent since June). YouTube was followed by Facebook with 61.3 million, AOL, Inc. with 57.9 million, VEVO with 49.6 million, and Microsoft Sites with 49.6 million. More than 48 billion video content views occurred during the month, with Google Sites generating the highest number at nearly 17.7 billion, followed by AOL, Inc. with 793 million and Facebook with 741 million.
In June, Google Sites, driven primarily by video viewing at YouTube.com, ranked as the top online video content property with 158.3 million unique viewers, followed by Facebook with 61.6 million, AOL, Inc. with 51 million, VEVO with 49.3 million, and Microsoft Sites with 46.8 million. More than 44 billion video content views occurred during June, with Google Sites generating the highest number at nearly 15.7 billion, followed by AOL, Inc. with 775 million and Facebook with 730 million.
Top Video Ad Properties by Video Ads Viewed
In July, Americans viewed 19.6 billion video ads, with Google sites ranking #1 with 3.4 billion ad impressions. BrightRoll Platform came in second with 2.1 billion ads, followed by Adap.tv with 2.1 billion, LiveRail.com with 1.8 billion and Specific Media with 1.4 billion. Time spent watching video ads totaled 7.4 billion minutes, with BrightRoll Platform and Adap.tv delivering the highest duration of video ads at 1 billion minutes each. Video ads reached 55 percent of the total U.S. population an average of 114 times during the month.
In June, Americans viewed a record 20 billion video ads, with Google Sites ranking #1 with 3.3 billion ad impressions. LiveRail.com came in second with 2.4 billion ads, followed by the BrightRoll Platform with 2.4 billion, and Adap.tv with 2.2 billion. Time spent watching video ads totaled 7.5 billion minutes, with BrightRoll delivering the highest duration of video ads at 1.2 billion minutes. Video ads reached nearly 54 percent of the total U.S. population an average of 121 times during the month.
Top YouTube Partner Channels by Unique Viewers
The July 2013 YouTube partner data revealed that video music channel VEVO maintained the top position in the ranking with 47.6 million viewers. Fullscreen held on to the #2 position with 34.5 million viewers, followed by Maker Studios Inc. with 28.6 million, Warner Music with 27.6 million and ZEFR (formerly MovieClips) with 26.5 million.
The June 2013 YouTube partner data revealed that video music channel VEVO maintained the top position in the ranking with 47.5 million viewers. Fullscreen held on to the #2 position with 34.3 million viewers, followed by Maker Studios Inc. with 28.8 million, Warner Music with 28.4 million, and ZEFR with 26.5 million.
YouTube Ads Leaderboard for July
If you look at the YouTube Ads Leaderboard for July, you will see some familiar fan favorites, including Dove and Samsung.
Topping the leaderboard was "Dove Camera Shy." Uploaded on July 2, 2013, this follow-up viral video to Real Beauty Sketches got more than 17 million views during the month.
In the second position on the leaderboard was "Galaxy S 4—Flight Chat." Uploaded on July 29, 2013, this Samsung Mobile ad got over 13.8 million views during the month.
But these YouTube ads had far fewer views than the ones on top of the YouTube Ads Leaderboard for June. "Usher's 'Looking 4 Myself' Presented by Samsung" had more than 40.5 million views in June, and "'One to Many' - JAY Z + Samsung + Magna Carta Holy Grail" had over 19.5 million views that month.
Advertisers Could Learn Some Lessons from Successful YouTube Partners
So, from June to July, YouTube's U.S. audience swelled 6 percent to 168 million, but ad impressions were up 3 percent to 3.4 billion. Why didn't the rising tide lift all boats?
It appears that a slightly higher percentage of Americans choose the "Skip Ad" option that YouTube's TrueView Video Ad in-stream format gives them. Although advertisers pay only when a viewer actually chooses to watch for at least 30 seconds or to the end of their video ad (whichever is less), this indicates that a slightly higher percentage of advertisers could learn some lessons from successful YouTube Partners about how to create better content.
Perhaps, this explains why YouTube announced back in June that it will bring advertisers into its Partner Program, which provides video content creators with resources and opportunities to improve their skills, build fan bases, and earn more money.
YouTube has already invited American Express, General Electric, Johnson & Johnson, and PepsiCo to participate in the initial pilot program for this new partnership endeavor. The program will kick off in September with a week-long workshop in Los Angeles and the plan is to have 100 brand content partners by the end of 2014.
Back in June, Lucas Watson, YouTube's VP of Video Online Global Sales, said in a press release, "By inviting advertisers into our partner program, we hope to give them access to resources and expertise that will help them develop even more compelling and authentic content on YouTube."
Meanwhile, BrightRoll, Adap.tv, LiveRail.com, and Specific Media might want to team up with Facebook, AOL, VEVO, and Microsoft to create a similar program, or they may fall further behind YouTube in the coming months.