Global Digital Measurement Leader ComScore Posts April 2012 Rankings for Online Video


COMSCORE, Inc., an authority in gauging the online landscape released yesterday new data from its Video Metrix system showing that 181 million Internet users in the United States watched almost 37 billion online content videos last month. Online video ads witnessed another record-smashing month with more than 9 billion, representing one in five videos watched on the internet last month.

The Top 10 VCP by Google Sites Unique Viewers, steered largely by video-watching at, ranked as the leading online video content property with 157.6 million unique viewers in April.

This was followed by Yahoo! Sites, with 53.5 million, VEVO with 49.4 million, with 44.2 million and Microsoft Sites with 42.7 million. Almost 36.9 billion video views took place for the month, with Google Sites raking the biggest figures at 16.9 billion, followed by Hulu with 900 million and Yahoo! Sites with 741 million views.

The average viewer saw nearly 30 hours of video content, with Google Sites (7.1 hours) and Hulu (3.7 hours) garnering the largest average among the top 10 sites.

Top 10 VAP by Video Advertising Americans watched 9.6 billion ads last month, representing another period of new video record views. Hulu led the standings with 1.5 billion ads delivered, followed by Google Sites with 1.2 billion, Bright Roll Video with 942 million, with 882 million and Tube Mogul with 830 million.

Time allocated viewing online video ads netted almost 4 billion minutes, with Hulu providing the longest video ad duration with 670 million minutes. Video-based ads hit 53 percent of the total population in the United States with an average of 60 times for the period. Hulu had the biggest video ad frequency with an average of 49, while ESPN delivered an average of 26 ads for each viewer.

The April 2012 YouTube partner data showed that entertainment and music video channels VEVO (48.2 million viewers) and Warner Music Company (28.5 million viewers) dominated the largest two spots.

Video and entertainment gaming channel Machinima landed on third place with 23.2 million viewers, followed by Maker Studios Inc. with 15.3 million, Full Screen with 12.2 million and BroadbandTV with 8.1 million viewers.

Among the top 10 partners of YouTube, Machinima posted the biggest online video viewer engagement (66 minutes per viewer) followed by VEVO (58 minutes per viewer). VEVO had the most number of streamed videos with 645 million, followed by Machinima with 383 million.


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