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comScore: AOL Climbs to Second Place in Online Video Content Ranking

  |  September 24, 2013   |  Comments

AOL has climbed into second place on comScore's video metrix, with 55.9 percent more viewers than it had one year ago.

digital-video-stripIn August 2013, 188.5 million Americans watched 46.7 billion online content videos, while the number of video ad views totaled 22.8 billion, according to comScore Video Metrix. In August 2012, 188 million U.S. Internet users watched 37.7 billion online content videos, while video ad views totaled 9.5 billion.

So, a record number of Americans watched 23.9 percent more online content videos and 140 percent more video ads this August than they did during the same month a year ago. It has taken 12 months to spot this trend because comScore introduced three important methodological enhancements to its estimates with the release of the August 2012 U.S. Video Metrix data that prevented Search Engine Watch from making an apples-to-apples comparison until now.

Top Video Content Properties by Unique Viewers

In August 2013, Google sites, driven primarily by video viewing at YouTube.com, ranked as the top online video content property with 167 million unique viewers. AOL captured the #2 spot with 71.2 million, followed by Facebook with 62.2 million, NDN with 50.7 million and VEVO with 49.4 million.

In August 2012, Google sites, driven primarily by video viewing at YouTube, ranked as the top online video content property with 150.2 million unique viewers, followed by Yahoo sites with 55 million, Microsoft sites with 53.7 million, VEVO with 49.3 million, and Facebook with 47.7 million.

So, the big news buried in the data is that AOL has climbed into second place with 55.9 percent more viewers than it had a year ago. And NDN has climbed into fourth place with 35.0 percent more viewers than it had a year ago.

By comparison, Facebook has 30.4 percent, YouTube has 11.2 percent, and VEVO has 3.6 percent more viewers than they had a year ago. On the other hand, Yahoo sites has 18.2 percent and Microsoft sites have 8.9 percent fewer viewers than they had a year ago.

During August 2013, 46.7 billion video content views occurred, with Google sites generating the highest number at 17.4 billion, followed by AOL with 992 million. During August 2012, nearly 37.7 billion video content views, with Google sites generating the highest number at 13.8 billion, followed by AOL with 725 million.

So, video content views grew 36.8 percent at AOL and 26.1 percent at Google sites. This indicates that it's time for advertisers to take a second look at AOL.

Top Video Ad Properties by Video Ads Viewed

In August 2013, Americans viewed nearly 22.8 billion video ads, with Google sites ranking number one with 3.2 billion ad impressions. Adap.tv came in second with more than 2.4 billion ads, followed by the BrightRoll Platform with 2.4 billion and LiveRail.com with 2.2 billion.

In August 2012, Americans viewed 9.5 billion video ads. Google sites ranked first with more than 1.7 billion ads, followed by BrightRoll Video Network with 1.4 billion, Adap.tv with 1.2 billion, and Hulu with 1.1 billion.

So, overall video ad viewing has increased 140 percent. Although it wasn't in the top 10 video ad properties a year ago, LiveRail.com has vaulted into fourth place. Meanwhile, video ad viewing is up 100 percent on Adap.tv, 88.2 percent on Google sites, 71.4 percent on the BrightRoll Platform, and 18.2 percent on Hulu.

Top YouTube Partner Channels by Unique Viewers

The August 2013 YouTube partner data revealed that video music channel VEVO maintained the top position in the ranking with 47.8 million viewers. Fullscreen held on to second place with 34.5 million viewers, followed by Maker Studios with 29.6 million, Warner Music with 26.9 million, and ZEFR (formerly MovieClips) with 24.9 million.

The August 2012 YouTube partner data revealed that video music channel VEVO (47.6 million viewers) maintained the top position in the ranking, followed by Warner Music with 24.8 million. Machinima drew 21.9 million viewers, followed by Maker Studios with 20.9 million and Fullscreen with 18.9 million.

So, in terms of viewership, ZEFR is up 263.1 percent, Fullscreen is up 82.5 percent, Maker Studios is up 41.6 percent, Warner Music is up 8.5 percent, VEVO is essentially flat, and Machinima is down 22.0 percent.

Other notable findings from comScore Video Metrix include:

  • In August 2013, the duration of the average online content video was 5.2 minutes, while the average online video ad was 0.4 minutes. In August 2012, the duration of the average online content video was 6.7 minutes, while the average online video ad was 0.4 minutes.
  • In August 2013, video ads accounted for 32.7 percent of all videos viewed and 3.4 percent of all minutes spent viewing video online. In August 2012, video ads accounted for 20.1 percent of all videos viewed and 1.4 percent of all minutes spent viewing video online.

In other words, it's important to be able to compare and contrast the latest data with comparable data from a year ago. If you want to spot important trends and shifts in the market, a little perspective goes a long way.

This article was originally published on Search Engine Watch.

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ABOUT THE AUTHOR

Greg Jarboe

Greg Jarboe is president of SEO-PR, which provides search engine optimization, public relations, video marketing, and social media marketing services. He's the author of "YouTube and Video Marketing: An Hour a Day," a faculty member at Rutgers University and Market Motive, as well as a frequent speaker at SES conferences.

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