US online video users show continued appetite for bingeing
Editor | 20-11-2013
The recent trend of a continued consumption of online video services with a commensurate spike in monetisation in the US shows no sign of abating according to the October 2013 comScore Online Video Rankings.
In addition to this prolonged rise — where 189 million Americans watched 49.1 billion online content videos driving 24.5 billion video ad views — the comScore Video Metrix service also showed the arrival of new players such as Maker Studios which has already captured 30.5 million viewers.
The debutant immediately entered the top ten of a market dominated as ever by Google which ranked as the top online video content property in October, with 164.8 million unique viewers. Next was Facebook with 70.1 million viewers, followed by AOL with 62.3 million, NDN with 50.6 million and VEVO with 49.6 million.
Google Sites generated 16.6 billion of the 49.1 billion video content views occurring during the month, followed by Facebook with 1.4 billion and AOL with 1.3 billion. Google Sites had the highest average engagement among the top ten properties with 1,330.1 minutes per viewer.
As ever Google's dominance was led by YouTube for which VEVO was the mainstay with 47.832 million viewers watching 620.9 million videos with an average of 41.4 minutes per viewer. The music site was followed by Fullscreen with 31.5 million viewers and 335 million views, and the aforementioned Maker Studios whose viewers watched 335 million products. The following pack was headed by Warner Music, ZEFR, The Orchard and Crackle Media.
Such demand for video was backed up by more than 24.5 billion video ads in October, healthily up on the previous month. AOL grabbed top spot with four billion ad impressions. Google Sites came in second with 3.6 billion ads, followed by BrightRoll Platform with 2.6 billion, LiveRail.com with 2.5 billion and TubeMogul Video Ad Platform with two billion. Time spent watching video ads totalled 9.2 billion minutes, with AOL delivering the highest duration of video ads at 1.8 billion minutes. Video ads reached 56% of the total US population an average of 141 times during the month. As has been the case for some time, the Hulu over-the-top (OTT) service delivered the highest frequency of video ads to its viewers with an average of 81.