comScore reveals further surge in online video views
Parent Category: 16-06-2013
Increases in the absolute number of online video views, content pieces watched and most importantly record ad views are among the highlights of the latest comScore Video Metrix for May 2013.
The increase marks a confirmation of the way the online vide industry has consolidated its recovery after a shaky start to 2013, and the May 2013 comScore Video Metrix service showed that 182 million Americans watched nearly 41 billion online content videos in May, while the number of video ad views reached 15.8 billion.
Overall, 84.8% of the US Internet audience viewed online video with the duration of the average online content video being 5.6 minutes, with the average online video ad running to 0.4 minutes.
In terms of video content properties by unique viewers, Google Sites, that is YouTube, dominated with 154.5 million unique viewers, followed by Facebook with 60.4 million, a resurgent AOL with 53.8 million, VEVO with 52 million and NDN with 46.5 million. Out of the near 41 billion video content views in the month, Google Sites generated nearly 14 billion, followed by AOL with 839 million. Google Sites had the highest average engagement among the top ten properties.
In monetisation terms, video ads accounted for 27.9% of all videos viewed and 2.6% of all minutes spent viewing video online. Americans viewed a record 15.8 billion video ads in May, with BrightRoll Platform sweeping past Google with 2.6 billion ad impressions, its rival just under that number. This represents a great month for BrightRoll given it recorded 2.2 billion ads a month earlier and Google Sites 2.4 billion ads.Third in May’s rankings was LiveRail.com with 2.1 billion, followed by Adap.tv with 2.1 billion, Hulu with 1.7 billion, Specific Media with 1.4 billion and TubeMogul Video Ad Platform with 1.2 billion.
Time spent watching video ads totalled 6 billion minutes, with BrightRoll Platform delivering the highest duration of video ads at 1.3 billion minutes. Video ads reached 53% of the total U.S. population an average of 96 times during the month. Hulu delivered the highest frequency of video ads to its viewers with an average of 71.