If you thought it's only a few days since we gave you Video Metrix data from comScore, then you'd be right. The February 2014 stats were late, but the ones for March are bang on time and they show that more than 187 million Americans watched 46.6 billion online videos last month. That's around 5 million more viewers who are watching around 3 million less content videos than in February, although both metrics have increased compared to March 2013. Video ad views totaled 28.7 billion, an increase from the previous month, and almost double that of the March 2013.
Google sites (i.e. YouTube) generated 11.1 billion of the 46.6 billion video content views, with Facebook in second place with 4.6 billion, and AOL, Inc. in third place with 1.3 billion. Google Sites had the highest average engagement among the top ten properties.
ZEFR jumps from #5 to take the #2 spot for the YouTube channel with the most unique viewers, pushing Maker Studios down to #3. VEVO remains the number one YouTube channel, also claiming the second highest highest viewer engagement, after Maker.
Highlights Of The Report
- Video ads represented 38.1 percent of all videos viewed in the U.S., that's 5.1 percent of total time spent viewing online videos
- Google still the top video ad property, way ahead of Facebook, AOL and Yahoo.
- 85.9% of US Internet audience watched online videos, with the average duration for online video content around 4.3 minutes
- Facebook saw a year on year increase in video content views of 550%
Top 10 Video Content Properties by Unique Viewers March 2014
With 155.6 million unique viewers, Google sites topped the list of video content properties, an increase on February. Facebook came in at #2 with 88.4 million uniques, followed by AOL (69.4 million), Yahoo sites (55.7 million), and NDN (50.9 million). Video platform anyclips.com makes an appearance at #10, while VEVO drop out altogether.
Top 10 Video Ad Properties by Video Ads Viewed March 2014
When it comes to video ad properties, Live Rail jump back to the top spot (3.9 billion ad ipressions), driving AOL, Inc (3.8 billion ad impressions) down to second place. Brightroll jump back to to #3 (3.1 billion) while Google sites slip from #2 to #4 (3.1 billion). Americans viewed more than 28.7 billion video ads in March, a total of 10.9 billion minutes. Video ads reached 54.3% of the total U.S. population, an average of 170 times during the month.
Top 10 YouTube Partner Channels by Unique Viewers March 2014
While VEVO remain in the top spot with 28.8 million viewers, the fight for unique viewers remains very close for those just behind. ZEFR take the #2 spot for March (21.2 million), with Maker (20.6 million), Disney Online (20.4 million), and Fullscreen (20.4 million), snapping at its heels. Will comScore combine the Disney/Makers unique viewers once the merger goes through? Perhaps that's the only way VEVO can be toppled……
comScore’s March online video rankings report is available here.