Red hot online video market breaks 50BN monthly views mark
Editor | 11-01-2014
If the story of the future of TV will be all about UltraHD services, as shown at CES 2014, then the present is all about online video, which according to comScore is breaking new barriers.
The company's comScore Video Metrix service for December 2013 has shown that 188.2 million Americans watched 52.4 billion online content videos in the month, while the number of video ad views totalled 35.2 billion. This is the first time that online content video views have passed the 50 billion mark and represents also a huge leap on the figure set for November 2013.
As ever Google sites with YouTube to the fore dominated proceedings with 159.1 million unique viewers, with Facebook ranked second on 79.1 million viewers, closely followed by AOL with 76.2 million. The top three were some distance from fourth-placed Yahoo on 53.5 million and NDN with 49.4 million. Google Sites also generated the highest number of video content views at 13.4 billion, followed by Facebook with 3.7 billion and AOL with 1.4 billion.
comScore noted that Facebook's December 2013 online video viewership, particularly the number of video views, was substantially higher than prior months due to both organic and inorganic factors. These included the recent inclusion, following a technical validation effort, of a significant volume of short (typically 6-second) Vine videos that have been uploaded to Facebook.
As online video consumption rocketed there was a commensurate spike in associated advertising with Americans viewing nearly 35.2 billion video ads in December 2013. For the month users spent 13.2 billion minutes watching online video ads which accounted for 40.2% of all videos viewed and 5.7% of all minutes spent viewing video online.
In the monetisation stakes, AOL was top dog with 4.3 billion ad impressions followed by LiveRail.com and Google, both with 3.6 billion, SpotXchange Video Ad Marketplace with 2.9 billion and TubeMogul Video Ad Platform with 2.5 billion. The Hulu over the top (OTT) service delivered the highest frequency of video ads to its viewers with an average of 82.