By Sahil Patel
According to new data released by comScore, more than 187.4 million Americans watched nearly 48.5 billion online videos in July. It’s a slight increase from the measurement company’s June rankings, which reported that 184 million Americans watched 44 billion online videos.
There was no change in comScore’s ranking of the top 10 online video properties. Among the top five, Google/YouTube led the way with 167.9 million unique viewers (up 6% compared to June), followed by Facebook (61.3 million), AOL (57.9 million), VEVO (49.6 million), and Microsoft (also 49.6 million). Google/YouTube was also tops when it came to video views, reaching nearly 17.7 billion, followed by AOL (793 million), and Facebook (741 million). Here are the rankings:
Video ad views, on the other hand, dipped from 20 billion in June to 19.6 billion in July. Though if you look at the numbers year-over-year, the online video ad market has scaled from 9.6 billion impressions to 19.6 billion.*
Google came in first with 3.4 billion video ad impressions in July, beating out BrightRoll (2.1 billion), Adap.tv (2.1 billion), LiveRail (1.8 billion), and Specific Media. Time spent watching video ads totaled 7.4 billion minutes, led by BrightRoll and Adap.tv with 1 billion minutes each. Hulu once again delivered the highest frequency of ads per viewer with 69.2, a drop from 73.4 in June.
If there is anything to note, it’s AOL’s positioning within both the video content and video ad rankings. AOL has consistently slotted in second behind Google/YouTube in terms of monthly video ad views. In the video ad rankings, AOL fell out of the top 10 from June to July. Adap.tv, which AOL recently bought for a cool $405 million, jumped up a slot from #4 to #3, even though it generated about 116 million less impressions in July. When it bought AOL, CEO Tim Armstrong said that AOL wants to be the second-biggest digital video platform. It’ll be interesting to track how the company does in comScore’s rankings going forward.
And now for comScore’s YouTube partner rankings, which also saw minimal change between June and July. In terms of the MCNs, Fullscreen continued to lead when measured by unique viewers, reaching 34.5 million in July. In comparison, Maker Studios brought in nearly 28.8 million unique viewers, while Machinima amassed nearly 18.2 million. Among the top 10 YouTube partners, Machinima once again delivered the highest time spent, averaging 91.8 minutes per viewer, followed by Maker with 69.6 million.
* Tip of the hat to Gerry Manolatos at Adap.tv for pointing this out.