By Sahil Patel
According to the latest comScore numbers, 188.5 million people in the US watched 46.7 billion videos in August, a slight dip but staying relatively par with digital video consumption in July.
In terms of the top five, it was filled with the usual suspects: Google/YouTube driving the most viewers and consumption with 167 million unique viewers in the US and over 17.4 billion videos streamed. It was followed by AOL, which reached 71.2 million uniques; Facebook with 62.2 million uniques; NDN (50.7 million), and VEVO (49.4 million). Month-over-month, NDN rejoined the top five, replacing Microsoft, which dropped to sixth place in the rankings.
Video-ad viewing jumped from 19.6 billion in July to 22.8 billion in August. Google ranked first once again with 3.2 billion ad impressions, followed by Adap.tv (2.4 billion), BrightRoll (2.39 billion), LiveRail (2.2 billion), and Specific Media (1.67 billion).
Time-spent watching video ads totaled 8.5 billion minutes, according to comScore, with BrightRoll and Adap.tv delivering the highest duration at 1.1 billion minutes each. That’s good news for AOL, which just recently completed its $405 million acquisition of Adap.tv.
Hulu once again delivered the highest frequency of video ads with an average of 71.4 per viewer.
As for the YouTube partner channels, VEVO led the way with 47.8 million unique viewers. If anything, this demonstrates how important YouTube distribution is for VEVO, which reached 49.4 million US uniques in total during August. Then again, it also demonstrates how important VEVO is to the Google/YouTube behemoth.
The rest of the top five remained unchanged, with Fullscreen reaching 34.5 million uniques, Maker reaching 29.6 million, and Warner and ZEFR reaching 26.9 million and 24.9 million uniques, respectively.
Unfortunately for Machinima, the gaming network witnessed its unique viewership drop from 18.2 million unique viewers in July (good for seventh place) to 17.05 million uniques in August (sliding in at ninth place). Machinima continued to demonstrate the highest engagement (91 minutes per viewer), which signals that the company is increasingly moving toward offering long-form, premium content that keeps viewers around but does not scale as much as the other networks that aggregate audiences.