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Which YouTube Partners Drive Most Viewership?

August 26, 2011

Ranked by videos viewed, gaming-focused entertainment network Machinima was the most popular YouTube video partner among male audiences in July 2011 delivering an average of 18.5 videos per male viewer during the month, according to data from comScore Video Metrix. VEVO led the way among female audiences with an average of 15 videos viewed per female viewer in July.

Below, other findings from comScore's newly launched YouTube Partner Reporting.

Among male audiences, VEVO ranked second with 13.3 videos viewed per male viewer in July, followed by production house Maker Studios (10.0) and comedy channel Smosh (7.8).

Among female viewers, Smosh ranked second with 11.0 videos viewed in July, followed by Machinima (10.3) and ShaneDawsonTV (7.2).

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YouTube Partners by Unique Viewers

VEVO, the most-watched YouTube partner, reached 59.7 million unique viewers in July for an average of 65.8 minutes per viewer, followed by second-place Warner Music with 31.3 million viewers (28.5 minutes per viewer), according to comScore. Ranked third, Machinima reached 16.9 million viewers, but registered the highest engagement at 72.7 minutes per viewer:

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  • by Phyllis Khare Tue Aug 30, 2011 via web

    This is very interesting to me personally. I think there is a lot of potential for a women's market on YT with the right mix of personality and information. I would like to see more conversation around that.

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