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The State of US Online Video Content and Advertising, Sept. 2012


In Sept. 2012, Google Sites, driven by YouTube, ranked as the top online video content property, with 150.3 million unique viewers; Americans viewed 9.4 billion video ads, with each top 5 video ad property delivering more than 1 billion video ads; and video music channel VEVO maintained its top YouTube-partner ranking with 48.8 million viewers, according to data from the comScore Video Metrix service. 

Google Sites ranked as the top online video content property with 150.3 million unique viewers, followed by Yahoo Sites with 57.4 million, AOL with 53.8 million, VEVO with 50.3 million, and Facebook with 46.4 million.

Overall, some 181.4 million US Internet users watched more than 39.4 billion online content videos in September with Google Sites generating the highest number of content views at 13.1 billion, followed by AOL with 741 million.

Google Sites also had the highest average engagement among the top ten properties.

Top 10 Video Ad Properties by Video Ads Viewed

Americans viewed some 9.4 billion video ads in September, with each of the top 5 video ad properties delivering more than 1 billion video ads.

Google Sites ranked first with 1.8 billion ads, followed by BrightRoll Video Network with 1.4 billion, Hulu with 1.2 billion, LiveRail with more than 1.1 billion, and with 1 billion.

Time spent watching video ads totaled 3.4 billion minutes, with BrightRoll Video Network delivering the highest duration of video ads at 681 million minutes.

Video ads reached 51% of the total US population an average of 60 times during the month. Hulu delivered the highest frequency of video ads to its viewers with an average of 51, while Google Sites delivered an average of 20 ads per viewer.

Top 10 YouTube Partner Channels by Unique Viewers

Among leading YouTube partners, video music channel VEVO maintained its top position with 48.8 million viewers, followed by Warner Music with 24.4 million. Maker Studios Inc. climbed into the No.3 spot for the first time with 23.5 million viewers, followed by Machinima with 22.7 million, and FullScreen with 21.2 million.

Machinima demonstrated the highest engagement (70 minutes per viewer) among the top 10 YouTube partners, followed by VEVO (38 minutes per viewer).

VEVO streamed the greatest number of videos (545 million), followed by Machinima (449 million).

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