Yahoo Grows Video Audience 24% M-O-M, Passes VEVO

March 19, 2012

This article is included in these additional categories:

Analytics, Automated & MarTech | Brand Metrics | Data-driven | Digital | Media & Entertainment | Paid Search

comscore-top10-video-properties-by-unique-viewers-feb2012-mar12.jpgYahoo and NBC Universal reported the best month-over-month unique viewer performance gains among the top 10 US online video properties in February 2012, per comScore VideoMetrix data released in March. Yahoo reported about 60.9 million viewers, up an impressive 23.7% from 49.2 million in January, passing VEVO for the second spot. Comcast NBC Universal, which had occupied the 10th spot in November, grew its audience 44.1% from 27.1 million to roughly 39 million, taking the 8th spot.

Google remained the top online video property once again, with over 147 million viewers, down 3% from 152 million the prior month. Viacom Digital dropped about 10% of its audience, falling one spot to the 5th ranking and roughly 43.2 million viewers.

Google again demonstrated the highest viewer engagement, with an average of roughly 7 hours per viewer, down from 7.5 in January.

Hulu Passes 1.5B Video Ad Milestone, Sets New Peak

comscore-top10-video-properties-by-ads-viewed-feb12-mar12.jpgAmericans viewed 7.5 billion video ads in February, rebounding 35% from 5.6 billion in January, although the report notes that the data for Google Sites, which accounted for over 1 billion ad impressions, increased substantially due to the recent inclusion of certain YouTube ad formats in reporting, such as that those changes should not be treated as organic growth. Also, Google Sites’ video ad data currently does not include promoted videos on YouTube or homepage ads.

Meanwhile, Hulu generated the highest number of video ad impressions at 1.56 billion, a new record, and up 7.7% from January. relatively unchanged from the previous month. Google Sites ranked second overall with 1.1 billion, followed by, down from more than 1 billion in January to roughly 706 million. BrightRoll Video Network was 4th with 683.4 million (up from 598.4 million) and Specific Media took 5th with 611.1 million.

Time spent watching video ads totaled close to 3.2 billion minutes during the month. Hulu delivered the largest duration of ads, at 650 million minutes. Video ads reached half of the total US population an average of 49 times during the month. Hulu delivered the highest frequency of video ads to its viewers with an average of 48, up from 44 the previous month.

Top 5 YouTube Partner Rankings Intact

The February 2012 YouTube partner data shows that video music channels VEVO (roughly 50.8 million viewers) and Warner Music (29.9 million viewers) maintained the top two positions, both relatively unchanged from the prior month. Gaming channel Machinima ranked 3rd with 22.9 million viewers, down from 23.8 million the previous month. Among the top 10 partners, Machinima displayed the highest engagement, at 64 minutes per viewer, ahead of VEVO, at 61 minutes per viewer. VEVO streamed the most videos (674 million), almost double Machinima (344 million).

Other Findings:

  • 83.8% of the US internet audience viewed online video in February, down slightly from 84.4% in January.
  • The duration of the average online content video was 6.2 minutes, up from 6.1 minutes in January, while the average online video ad was 0.4 minutes, unchanged from the previous month.
  • Video ads accounted for 16.6% of all videos viewed, up 36% from 12.2% in January. Ads accounted for 1.3% of time spent viewing video online, representing a 44.4% increase from 0.9% the previous month.
  • 179 million US internet users watched online video content in February for an average of 21.8 hours per viewer.
  • The total US internet audience engaged in nearly 38 billion video views, down from almost 40 million January, after peaking in December with 43.5 billion views.
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