181 million U.S. Internet users watched nearly 37 billion online content videos in April, comScore Video Metrix announced. Video ads saw another record-breaking month with nearly 9.5 billion views, representing 1 in 5 videos viewed online that month.
In April 2012, Google sites, driven primarily by video viewing at YouTube, ranked as the top online video content property with 157.7 million unique viewers, followed by Yahoo sites with 53.6 million, VEVO with 49.5 million, Facebook with 44.3 million and Microsoft sites with 42.8 million.
In April 2011, Google sites, driven primarily by video viewing at YouTube, ranked as the top online video content property with 142.7 million unique viewers, followed by VEVO with 55.2 million, Yahoo sites with 53.2 million, Facebook with 46.7 million, and Microsoft sites with 46.5 million viewers.
So year over year, Google sites are up 10.5 percent, Yahoo sites are up 0.8 percent, VEVO is down 10.3 percent, Facebook is down 5.1 percent, and Microsoft sites are down 8.0 percent.
Video Ad Views
In April 2012, Americans viewed 9.5 billion video ads, representing another month of record video ad views. Hulu topped the chart with 1.6 billion video ads delivered, followed by Google sites with 1.3 billion, the BrightRoll Video Network with 943 million, Adap.tv with 881 million, and the TubeMogul Video Ad Platform with 831 million.
In April 2011, Americans viewed 3.8 billion video ads, with Hulu generating the highest number of video ad impressions at more than 1.1 billion. The Tremor Media Video Network ranked second overall with 603.2 million ad views, followed by Adap.tv with 601 million, the BrightRoll Video Network with 460 million, and Viacom Digital with 303 million.
So year over year, Google sites and the TubeMogul Video Ad Platform have jumped into the top five video ad properties while the Tremor Media Video Network and Viacom Digital have been pushed out.
Meet Maker Studios
The April 2012 YouTube partner data revealed that video music channels VEVO (48.3 million viewers) and Warner Music (28.6 million viewers) maintained the top two positions. Gaming channel Machinima ranked third with 23.1 million viewers, followed by Maker Studios with 15.4 million, FullScreen with 12.3 million and BroadbandTV with 8.2 million.
According to its website, “Maker Studios is a media company that bridges the gap between YouTube and television.” Maker produces more than 300 original videos per month across more than 400 channels. It also boasts 650 million views online per month with over 70 million subscribers.
Maker Studios is also preparing to officially launch PoliPop, which bills itself as “YouTube’s first entertainment and politics network.” PoliPop’s most popular video is “GLEASE ft. ALPHACAT & OBAMAGIRL! (SERIES.LY #1-Glee/Grease parody) .”
And earlier this month, Maker Studios and Tribeca Enterprises (which mounts the Tribeca Film Festival and runs distributor Tribeca Films) announced they are partnering to create a new YouTube channel, The Picture Show. This home for web series and short films will also seek to boost emerging talent via collaborative programming from established filmmakers and up-and-comers.
“The Picture Show is an exciting opportunity to incubate new stories, talent and audiences,” said Jane Rosenthal, CEO and co-founder of Tribeca Enterprises along with Robert De Niro and Craig Hatkoff. “Working with Maker, who is one of the pioneers in the confluence of entertainment and technology, we intend to help artists reach a wider audience.”
“This partnership allows us to take the best of traditional film and television along with new age media to create new opportunities on YouTube for content creators,” said Lisa Donovan, a co-founder of Maker Studios. “The Picture Show will act as an online community where directors, writers and actors from different platforms can creatively collaborate.”
So, there’s a lot going on in the world online video, even if Google sites remain top online video content property and Hulu continues to top the chart in video ads delivered.