Facebook, NBC Show Impressive Video Audience Growth

December 1, 2011

comscore-top10-video-properties-by-vistors-oct11-dec11.gifFacebook and NBC Universal reported the best month-over-month unique viewer performance gains among the top 10 US online video properties in October 2011, according to comScore VideoMetrix data. Facebook reported about 60 million viewers, up 20% from roughly 50 million, while NBC reported 39.3 million viewers, up 32% from 29.8 million viewers. Facebook jumped from fifth to second place, leapfrogging VEVO, September’s second place finisher, which dropped a marginal amount of viewers while remaining at about 57 million. Facebook also overtook Microsoft, which followed up a strong September by losing 9% of its viewers, dropping to 49 million and the fourth spot.�Viacom Digital, which dropped to the fifth spot, lost 10% of its viewers down to 48.2 million. Meanwhile, despite NBC’s impressive growth, it remained in the eighth spot.

Google remained the top online video property once again, with almost 161 million viewers, down slightly from 161.4 million the prior month. Google also again demonstrated the highest viewer engagement, with an average of 7.1 hours per viewer.

Tremor Passes 1B Video Ad Milestone

Americans viewed almost 7.5 billion video ads in October, up from 6.9 billion in September, with Hulu generating the highest number of video ad impressions at more than 1.3 billion, up about one-third from slightly over 1 billion the previous month. Tremor Video again ranked second overall (and highest among video ad exchanges/networks), with close to 1.1 billion ad views, representing 35% growth from 811 million ad views in September and passing the billion ad milestone for the first time. BrightRoll Video Network (756 million) and Specific Media (512 million) followed, with CBS Interactive jumping to the fifth spot with 415 million viewers, up 48% from 280.5 million and the tenth spot in September.

Time spent watching video ads totaled more than 3.2 billion minutes during the month, with Tremor Video delivering the highest duration of video ads at 614 million minutes. Video ads reached 52.7% of the total U.S. population an average of 46.9 times during the month. Hulu delivered the highest frequency of video ads to its viewers with an average of 46.5.

comScore notes that Adap.tv was excluded from the list due to a technological issue with its video census tags, affecting data for October 2011.

VEVO Top YouTube Partner Again

The October 2011 YouTube partner data revealed that video music channels VEVO (54.2 million viewers) and Warner Music (30.4 million viewers) maintained the top 2 positions. Gaming channel Machinima ranked third with 17.7 million viewers, followed by Schmooru with 9.9 million, Maker Studios with 9.4 million and Demand Media with 7.4 million. Within the top 10 partners, Machinima demonstrated the highest engagement with 65.1 minutes per viewer on average, while it also accounted for the second highest number of videos viewed (277 million) after VEVO (799 million).

Other Findings

  • 86.2% of the U.S. internet audience viewed online video, up from 85.2% in September.
  • The duration of the average online content video was 5.5 minutes, while the average online video ad was 0.4 minutes.
  • Video ads accounted for 14.9% of all videos viewed and 1.4% of all minutes spent viewing video online.
  • 184 million US internet users watched online video content in October for an average of 21.1 hours per viewer.
  • The total US internet audience engaged in 42.6 billion video views.
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