For the first time, comScore has revealed YouTube’s top 10 video partner channels in terms of unique viewers, with VEVO, Warner Music and gaming channel Machinima topping the list. The data from the comScore Video Metrix service showed that 180 million U.S. Internet users watched online video content in August for an average of 18 hours per viewer. The total U.S. Internet audience engaged in a record 6.9 billion viewing sessions.
YouTube Partner Rankings Now Fully Released in Video Metrix
August marks the first month of official rankings for comScore YouTube Partner Reporting within the Video Metrix offering, for a never-before-seen comparison of viewership across thousands of YouTube partners and their channels.
This offering provides a comprehensive and granular view of the unique audiences within different YouTube partner channels, enabling advertisers to more-easily create and optimize campaigns across specific channels to reach desired target audiences.
The data revealed that video music channels VEVO (60.6 million viewers) and Warner Music (30.9 million viewers) assumed the top two positions.
Gaming channel Machinima ranked third with 17.7 million viewers, followed by Maker Studios with 10 million, Demand Media with 8.4 million and Revision3 with 6.6 million.
Within the top 10 partners, TheGameStation demonstrated the highest engagement with 76.5 minutes per viewer on average.
Machinima was a close second on average engagement at 72.6 minutes per viewer, while accounting for the second most videos viewed (289 million) after VEVO.
Interestingly, 68.1 percent of Machinima viewers were male and 70.3 percent were under the age of 35.
*YouTube Partner Reporting based on online video content viewing and does not include
claimed user-generated content