ComScore, Inc., a leading source for measurements and analysis of the digital world, has released a report based on data gathered by its comScore Video Metrix, which shows that video contents viewed online by around 37 billion Internet users have amounted to 181 million for the month of March alone, and video advertisements have topped to its highest peak so far at 8 billion.
Of the ranking released by comScore, Google snagged the top rank, mainly because of YouTube.com’s wide patronage, with 146.1 million distinct viewers. Yahoo! Sites came second with its 60.6 million viewers. VEVO, Facebook and Viacom Digital followed in descending order with 51.3 million, 45.1 million and 44.3 million viewers, respectively. The last five are Hulu, Comcast NBC Universal, Microsoft Sites, Turner Digital, and AOL, Inc., in ascending order.
Of the 36,984,872 online video views generated during the month, Google Sites hosted a whopping 15.7 billion of the videos viewed, while Hulu held 1 billion and Yahoo! Sites followed with 815 million. The average number of video hours watched by the typical viewer was 21.7 hours. The sites that gained the highest viewer engagement hours are Google Sites with 7.1 hours and Hulu with 4.6 hours.
American viewers prove to be the most attracted to video advertisements, viewing a little over 8.3 billion ads, which is the highest on the record. Hulu hosted the most video ads at 1.7 billion views. Following suit was Google Sites with 1.2 million video ad views. Coming next were BrightRoll Video Network with 953 million, Adap.tv having 892 million and Specific Media with 775+ million.
Total video minutes for advertisements watched reached around 3.5 billion with Hulu catering the biggest portion at 690 million video minutes.
Advertising videos also played a significant role on the total public grasp of online video content, garnering reach percentage of 51 percent. Again, videos hosted by Hulu have the highest frequency with an average of 51 advertisements videos for every viewer, followed by ESPN with an average of 26 ads.
On the same month, two music channels that collaborate with YouTube, namely VEVO and Warner Music, kept their usual spots at the top two of the ranking for Top YouTube Partner Channels; the former garnering a total of 49.1 million viewers and the latter with a total of 30.3 million viewers. Machinima, a gaming channel comes out at number 3 with 22.9 million viewers. Maker Studios Inc. follows with 14.6 million and FullScreen with 12 million. Last five for the ranking are Clevvertv, Schmooru, The Ellen Show by Warner Bros., Big Frame, and BroadbandTV, in ascending order.
Of the Top Ten, Machinima proved to be the most interesting or entertaining with an average of 69 video minutes per viewer. VEVO follows with an average of 62.5 video minutes for every viewer. However, they swap places when it comes to the number of videos they streamed; VEVO streamed 670 million videos while Machinima streamed 379 million.
It was also found that 83.5 percent of the total Internet users in the United States watched videos online. 18.5 percent of all videos watched by the American audience were advertisements; it also accounts for 1.5 percent of all video minutes they spend for online video viewing. The average length of videos watched online in general is 6.4 minutes while the average for video ads is 0.4 minute.