comScore Releases July 2011 U.S. Online Video Rankings

*comScore Announces Availability of New YouTube Partner Reporting*

RESTON, VA, August 22, 2011 – comScore, Inc., a leader in measuring the digital world, today released data from the comScore Video Metrix service showing that 180 million U.S. Internet users watched online video content in July for an average of 18.5 hours per viewer. The total U.S. Internet audience engaged in a record 6.9 billion viewing sessions.

YouTube Partner Reporting Now Available in Video Metrix

comScore is now able to provide YouTube Partner Reporting within the Video Metrix offering, for a never-before-seen look at viewership across hundreds of YouTube partners and their channels. This new feature provides a comprehensive and granular view of the unique audiences within different YouTube partner channels, enabling advertisers to more-easily create and optimize campaigns across specific channels to reach desired target audiences. The July data release for YouTube Partner Reporting includes dozens of beta partners, while comScore and Google plan to initiate reporting of more partners with the release of August data.

A first look at select YouTube partners from the current list of beta partners revealed that Machinima reached 16.9 million viewers with the highest engagement at 1.2 hours per viewer over the course of the month. Maker Studios drew 11.4 million viewers, who viewed an average of 8.9 videos, while Demand Media attracted 15.2 million viewers.

Channels with particularly niche audiences included Maker Studios with 50 percent of their viewers falling between the ages of 12-24, and IGN with 70 percent of its audience being male viewers. In addition, men account for 83 percent of the time spent viewing Revision3’s shows, whereas women account for over 66 percent of the time spent viewing Alloy’s YouTube videos. Howcast was also notable in that 75 percent of its viewing audience had children in their households. comScore is proud to be the first and only measurement source available to provide the industry with YouTube insights of this caliber.

Select YouTube Partner Channels*
July 2011
Total U.S. – Home/Work/University Locations
Source: comScore Video Metrix
Property Total Unique Viewers (000) Videos Viewed (000) Minutes per Viewer
VEVO @ YouTube 59,709 844,053 65.8
Warner Music @ YouTube 31,251 197,090 28.5
Machinima @ YouTube 16,926 265,409 72.7
Demand Media @ YouTube 15,222 46,189 12.2
Maker Studios @ YouTube 11,445 101,912 38.1
Revision3 @ YouTube 7,594 25,858 15.7
Clevvertv @ YouTube 7,302 17,572 10.3
Associated Press (AP) @ YouTube 6,580 14,467 8.3
IGN @ YouTube 5,863 21,845 16.4
Next New Networks @ YouTube 4,772 21,039 17.5

*YouTube Partner Reporting based on online video content viewing and does not include
claimed UGC content

For more information about comScore Video Metrix YouTube Partner Reporting, please visit or email

Top 10 Video Content Properties by Unique Viewers

Google Sites, driven primarily by video viewing at, ranked as the top online video content property in July with 158.1 million unique viewers, while VEVO ranked second with 62.1 million. climbed to the #3 position with 51.4 million viewers, followed by Microsoft Sites with 49.5 million and Viacom Digital with 47.3 million. Total viewing sessions reached another all-time high in July at nearly 6.9 billion, with Google Sites crossing the 3 billion mark to account for more than 40 percent of all viewing sessions online. The average viewer watched 18.5 hours of online video content during the course of the month, with Google Sites (5.9 hours) and Hulu (3.4 hours) exhibiting the highest engagement.

Top U.S. Online Video Content Properties Ranked by Unique Video Viewers
July 2011
Total U.S. – Home/Work/University Locations
Source: comScore Video Metrix
Property Total Unique Viewers (000) Viewing Sessions (000) Minutes per Viewer
Total Internet : Total Audience 180,303 6,886,195 1,107.0
Google Sites 158,073 3,009,051 353.7
VEVO 62,053 502,683 66.0 51,449 186,384 17.9
Microsoft Sites 49,474 308,141 39.0
Viacom Digital 47,301 274,510 62.6
Yahoo! Sites 46,322 227,405 41.0
AOL, Inc. 42,009 288,904 58.5
Turner Digital 29,996 118,017 33.5
Hulu 24,368 160,974 205.5
NBC Universal 21,823 59,649 20.8

Top 10 Video Ad Properties by Video Ads Viewed

Americans viewed more than 5.3 billion video ads in July, with Hulu generating the highest number of video ad impressions at 963 million. ranked second overall (and highest among video ad exchanges/networks) with 674 million ad views, followed by Tremor Video (639 million) and BrightRoll Video Network (522 million). Time spent watching video ads totaled more than 2.4 billion minutes during the month, with Hulu delivering the highest duration of video ads at 409 million minutes. Video ads reached 49 percent of the total U.S. population an average of 35.9 times during the month. Hulu delivered the highest frequency of video ads to its viewers with an average of 40.4 over the course of the month.

Top U.S. Online Video Ad Properties Ranked by Video Ads* Viewed
July 2011
Total U.S. – Home/Work/University Locations
Source: comScore Video Metrix
Property Video Ads (000) Total Ad Minutes (MM) Frequency (Ads per Viewer) % Reach Total U.S. Population
Total Internet : Total Audience 5,344,224 2,408 35.9 49.3%
Hulu 962,887 409 40.4 7.9% 674,349 396 10.9 20.5%
Tremor Video** 639,235 347 10.8 19.6%
BrightRoll Video Network** 521,624 302 7.5 23.0%
Specific Media** 470,559 243 7.0 22.4%** 375,251 214 7.2 17.2%
SpotXchange Video Ad Network** 334,825 204 8.6 13.0%
Auditude, Inc.** 302,341 180 8.1 12.4%
Viacom Digital 272,257 111 11.8 7.7%
Microsoft Sites 252,482 116 10.7 7.8%

*Video ads include streaming-video advertising only and do not include other types of
video monetization, such as overlays, branded players, matching banner ads,
homepage ads, etc.
**Indicates video ad network
†Indicates video ad exchange

Other notable findings from July 2011 include:

  • 86.0 percent of the U.S. Internet audience viewed online video.
  • The duration of the average online content video was 5.3 minutes, while the average online video ad was 0.5 minutes.
  • Video ads accounted for 12.4 percent of all videos viewed and 1.2 percent of all minutes spent viewing video online.

*Source: comScore

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