US video ad trends- Facebook overtakes Yahoo as second biggest video site

21/08/2012

Facebook has overtaken Yahoo to become the second most viewed video site in the US, behind Google’s YouTube, according to new research. The data, from comScore, indicates that more than 184 million US Internet users watched 36.9 billion online content videos in July, while video ad views totaled 9.6 billion.

Top 10 Video Content Properties by Unique Viewers

Google Sites, driven primarily by video viewing at YouTube.com, ranked as the top online video content property in July with 157 million unique viewers, followed by Facebook.com with 53 million, Yahoo! Sites with 48.7 million, VEVO with 44.8 million and Microsoft Sites with 42.7 million.

Nearly 36.9 billion video content views occurred during the month, with Google Sites generating the highest number at 19.6 billion, followed by AOL, Inc. with 665 million. Google Sites had the highest average engagement among the top ten properties.

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*A video is defined as any streamed segment of audiovisual content, including both progressive downloads and live streams. For long-form, segmented content, (e.g. television episodes with ad pods in the middle) each segment of the content is counted as a distinct video stream.Video views are inclusive of both user-initiated and auto-played videos that are viewed for longer than 3 seconds.

Top 10 Video Ad Properties by Video Ads Viewed

Americans viewed 9.6 billion video ads in July, with each of the top 4 video ad properties delivering more than 1-billion video ads.

Google Sites ranked first with 1.5 billion ads, followed by Hulu with 1.2 billion, Adap.tv with 1.1 billion, SpotXchange Video Ad Marketplace with 1 billion and TubeMogul Video Ad Platform with 830 million.

Time spent watching video ads totaled 3.9 billion minutes, with Adap.tv delivering the highest duration of video ads at 627 million minutes. Video ads reached 52 percent of the total U.S. population an average of 61 times during the month.

Hulu delivered the highest frequency of video ads to its viewers with an average of 46, while ESPN delivered an average of 26 ads per viewer.

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Note: In July 2012 U.S. Video Metrix data, the BrightRoll Video Network property had an implementation error with its video tags, and so its data has not been included in this press release.

*Video ads include streaming-video advertising only and do not include other types of video monetization, such as overlays, branded players, matching banner ads, etc.

**Indicates video ad network

†Indicates video ad exchange

Top 10 YouTube Partner Channels by Unique Viewers

The July 2012 YouTube partner data revealed that video music channel VEVO (43.9 million viewers) maintained the top position in the ranking.

Gaming channel Machinima captured the #2 spot for the first time in July with 25.3 million viewers, followed by Warner Music with 24.9 million and Maker Studios with 20.4 million.

Among the top 10 YouTube partners, Machinima demonstrated the highest engagement (83 minutes per viewer) followed by Maker Studios (45 minutes per viewer). VEVO streamed the greatest number of videos (571 million), followed by Machinima (564 million).

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*YouTube Partner Reporting based on online video content viewing and does not include claimed user-generated content

Other notable findings from July 2012 include:

• 85.5 percent of the U.S. Internet audience viewed online video.

• The duration of the average online content video was 6.7 minutes, while the average online video ad was 0.4 minutes.

• Video ads accounted for 20.7 percent of all videos viewed and 1.6 percent of all minutes spent viewing video online.

www.comscore.com/companyinfo

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