US online video viewing dips but three-way fight in advertising sets new record
Joseph O'Halloran | 20-07-2012
Even though it found that in absolute terms the market fell behind the dizzy heights set a month earlier, the latest comScore market analysis has shown a more vibrant than ever US online video sector.
The comScore Video Metrix service showed that even though more than 180 million U.S. Internet users watched 33 billion online videos in June, 3.6 billion down on May 2012, video advertising reached another all-time high with 11 billion video ads viewed. The market had passed the 10 billion mark of the first time ever the previous month.
In all, 84.8% of the U.S. Internet audience viewed online video with the duration of the average online content video 6.8 minutes and the average online video ad running 24 seconds. Video ads accounted for a quarter of all videos viewed and 2% of all minutes spent viewing video online.
As ever Google Sites, driven by YouTube.com, ranked as the top online video content property in June with 18.3 billion video content views and 154.5 million unique viewers. Within the YouTube estate, video music channels VEVO (45.1 million viewers) and Warner Music (26.1 million) maintained the top two positions followed by the Machinima gaming channel ( 23.6 million), Maker Studios (21.2 million) and FullScreen with 16.2 million. Machinima demonstrated the highest engagement with 76 minutes per viewer, followed by VEVO (50). VEVO streamed the most videos (567 million), followed by Machinima (447 million).
Yet outside the Google sites there was genuine competition between Yahoo! Sites with 51.5 million views and Facebook.com with 49 million. After VEVO was Viacom Digital with 38.9 million and Vimeo with 21.4 million viewers, the first time the company had entered the comScore top ten. Yahoo! was also responsible for 717.8 million video content views.
But the great news for the industry came in the ad sector where real competition between Google, BrightRoll Video Network and the Hulu over the top (OTT) video service was providing a huge impetus to business. In addition to generating the record-breaking 11 billion total video ad streams, each of the top five video ad properties delivered more than a billion video ads. Google Sites ranked first with 1.41 billion ads, followed by BrightRoll with nearly 1.39 billion, Hulu with 1.33 billion.
Behind the top three was Adap.tv with 1.15 billion and TubeMogul Video Ad Platform with 1.04 billion. The total time spent watching video ads was 4.6 billion minutes, with BrightRoll Video Network delivering the highest duration of video ads at 805 million minutes. Video ads reached just over half (53%) 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.