The latest comScore Video Metrix data has just been announced and Facebook has jumped from the No. 5 online video content property in September 2011 to the No. 2 property in October. And Schmooru, Warner Bros (The Ellen Show), and BigFrame have elbowed their way into the top 10 YouTube Partner Channels by unique viewers.
Before looking at the “new news,” let’s review a couple long-term trends that haven’t changed.
First, comScore reports that 184 million U.S. Internet users watched online video content in October for an average of 21.1 hours per viewer. This means 86.2 percent of the U.S. Internet audience viewed online video that month. The total U.S. Internet audience viewed 42.6 billion videos, representing an all-time high. And the duration of the average online content video was 5.5 minutes.
That’s up from 182 million U.S. Internet users who watched online video content in September for an average of 19.5 hours per viewer. That means 85.3 percent of the U.S. Internet audience viewed online video a month earlier. The total U.S. Internet audience engaged in 39.8 billion video views in September. And the duration of the average online content video was 5.3 minutes.
So, month after month, more people are watching increasing numbers of videos for longer periods of time.
Second, Google sites, driven primarily by video viewing at YouTube.com, ranked as the top online video content property in October with 161 million unique viewers who watch a record high of 20.9 billion videos viewed for 7.1 hours per viewer. In September, 161 million unique viewers watched 18.6 billion videos on Google Sites for 6.3 hours per viewer.
So, month after month, a large number of people are watching more videos on YouTube.com for longer periods of time.
This means it’s significant that Facebook.com ranked second in October with 59.8 million viewers, followed by VEVO with 57 million, Microsoft sites with 49.1 million and Viacom Digital with 48.2 million. Back in September, VEVO ranked second with 57.3 million. Microsoft sites climbed to the No. 3 position with 54 million viewers, followed by Viacom Digital with 53.4 million and Facebook.com with 49.9 million.
Meanwhile, the top 10 YouTube Partner Channels by unique viewers also saw some significant changes – lower in the rankings.
The October 2011 YouTube partner data revealed that video music channels VEVO (54.2 million viewers) and Warner Music (30.4 million viewers) maintained the top two positions. Gaming channel Machinima ranked third with 17.7 million viewers, followed by Schmooru with 9.9 million, Maker Studios with 9.4 million and Demand Media with 7.4 million.
In September, the comScore data revealed that video music channels VEVO (57.3 million viewers) and Warner Music (28.8 million viewers) held the top two positions. Gaming channel Machinima ranked third with 17 million viewers, followed by Maker Studios with 9 million, Demand Media with 6.8 million and Revision3 with 5.4 million.
So, who is Schmooru? It is a curated network of independent content creators. No, Madonna, Ashton Kutcher, and Shaquille O'Neal aren’t among the personalities and content producers behind Schmooru. So, the emergence of this new curated network illustrates that YouTube is doing more than rounding up the usual suspects.
Also breaking into top 10 YouTube Partner Channels by unique viewers were Warner Bros (The Ellen Show) at #8 with 7 million viewers in October and BigFrame at #10 with 5.8 million. You’ve probably heard of The Ellen DeGeneres Show, but who is BigFrame? It’s an influencer powered media company.
Yep, when you add in Maker Studios, a new media company with 9.4 million unique viewers in October, and FullScreen, another new media company with 7.2 million unique viewers that month, you can begin to see the “new new” trend.
These new media companies are creating the equivalent of United Artists film studio for the 21st century. And that’s a new trend worth watching.