Video Ads: 16.6% of All Videos Viewed in February
According to the latest figures from comScore, Google Sites led all U.S. online video content properties in February, while Hulu remained the top online video ad property.
Google Sites claimed 147.4 million unique video viewers in February, thanks mostly to YouTube. These viewers watched 165.7 billion videos during the month and spent an average of 418.2 minutes watching videos.
Yahoo! Sites followed with 60.9 million viewers who watched a total of 721.4 million videos and spent an average of 67.8 minutes watching video content.
VEVO was third with 52.0 million viewers, followed by Facebook with 43.6 million, Viacom Digital with 43.2 million, AOL Inc. with 40.8 million, Microsoft Sites with 40.0 million, Comcast NBCUniversal with 39.0 million, Hulu with 31.0 million and Turner Digital with 29.0 million. Hulu’s viewers spent an average of 226.5 minutes during the month watching online video content on its property.
During the month, there were a total of 179.1 million unique online video viewers, according to comScore. These viewers watched a total of 37.8 billion videos in February and spent an average of 21.8 hours online watching video content.
“A video is defined as any streamed segment of audiovisual content, including both progressive downloads and live streams,” according to the report. “For long-form, segmented content, (e.g. television episodes with ad pods in the middle) each segment of the content is counted as a distinct video stream.”
Hulu was the top video ad property in February with 1.6 billion video ads viewed. This number was a record high. Hulu also delivered 650 million minutes of ads in February, with 48.2 ads shown per viewer and a reach of 10.6 percent of the total U.S. population.
Google Sites ranked second with 1.1 billion video ads viewed, with 119 million ad minutes delivered, 15.6 ads per viewer and a reach of 23.5 percent of the U.S. population.
Adap.tv was third with 705.7 million video ads viewed, followed by BrightRoll Video Network with 683.4 million video ads viewed, Specific Media with 611.1 million video ads viewed, Tremor Video with 491.1 million video ads viewed, ESPN with 477.3 million video ads viewed, Auditude Inc. with 411.7 million video ads viewed, Microsoft Sites with 393.1 million video ads viewed and TubeMogul Video Ad Platform with 334.5 million video ads viewed.
According to comScore, VEVO was the top YouTube partner channel in February with 50.8 million viewers, followed by Warner Music with 29.9 million viewers, Machinima with 22.9 million viewers, Maker Studios Inc. with 14.4 million viewers and FullScreen with 12.0 million viewers.
comScore also noted that 83.8 percent of the U.S. Internet audience viewed online video content in February. The duration of the average online content video was 6.2 minutes, and the average online video ad was 0.4 minutes. Also, video ads accounted for 16.6 percent of all videos viewed and 1.3 percent of all minutes spent watching video online.
Source:
http://www.comscore.com/Press_Events/Press_Releases/2012/3/comScore_Releases_February_2012_U.S._Online_Video_Rankings
