Monday, July 30, 2012

Video Ads Reach 53% of the Total U.S. Population

Perhaps there will become a time where online video usage growth reaches a plateau -- but we're apparently not there yet. comScore released data showing that more than 180 million U.S. Internet users watched 33 billion online content videos in June. Video advertising reached another all-time high in June -- as 11 billion video ads were viewed.

Google Sites, driven primarily by video viewing at YouTube.com, ranked as the top online video content property in June with 154.5 million unique viewers, followed by Yahoo! Sites with 51.5 million, Facebook.com with 49 million, VEVO with 46.2 million and Viacom Digital with 38.9 million.

Vimeo moved into the top 10 ranking for the first time at #10 with 21.4 million viewers. Nearly 33 billion video content views occurred during the month, with Google Sites generating the highest number at 18.3 billion, followed by Yahoo! Sites with 717.8 million.

Google Sites had the highest average engagement among the top ten properties.

Online video advertising had another record-breaking month in June with 11 billion total video ad streams as each of the top 5 video ad properties delivered more than 1-billion video ads.

Google Sites ranked first with 1.41 billion ads, followed by BrightRoll Video Network with nearly 1.39 billion, Hulu with 1.33 billion, Adap.tv with 1.15 billion and TubeMogul Video Ad Platform with 1.04 billion.

Time spent watching video ads totaled 4.6 billion minutes, with BrightRoll Video Network delivering the highest duration of video ads at 805 million minutes.

Video ads reached 53 percent of the total U.S. population an average of 68 times during the month. Hulu delivered the highest frequency of video ads to its viewers with an average of 52, while ESPN delivered an average of 34 ads per viewer.

The June 2012 YouTube partner data revealed that video music channels VEVO (45.1 million viewers) and Warner Music (26.1 million viewers) maintained the top two positions.

Gaming channel Machinima ranked third with 23.6 million viewers, followed by Maker Studios with 21.2 million and FullScreen with 16.2 million. Among the top 10 YouTube partners, Machinima demonstrated the highest engagement (76 minutes per viewer) followed by VEVO (50 minutes per viewer). VEVO streamed the most videos (567 million), followed by Machinima (447 million).

Other findings from June 2012 market study include:
  • 84.8 percent of the U.S. Internet audience viewed online video.
  • The duration of the average online content video was 6.8 minutes, while the average online video ad was 0.4 minutes.
  • Video ads accounted for 25 percent of all videos viewed and 2 percent of all minutes spent viewing video online.

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