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comScore data shows online video trending downwards

The downward trend in online video usage revealed in comScore’s analysis of online video for December 2012 has continued into the New Year.

The comScore Video Metrix round-up for January 2013 has revealed that nearly 180 million US Internet users watched 36.2 billion online content videos as well as 9.1 billion ad views. This compares with December 2012 when 182 million users watched 38.7 billion online content videos, itself down slightly on the previous month, and 11.3 billion ad views.

Overall, 83.5% of the audience viewed online video, down 1.4 percentage points month-on-month, and the duration of the average online content video was 5.7 minutes, while the average online video ad was 0.4 minutes. Video ads accounted for just over a fifth of all videos viewed and 1.7% of all minutes spent viewing video online. By contrast, in December 2012 ads accounted for 22.6% of all videos viewed and 1.9% of all minutes spent viewing video online.

All of the individual online video players were down in terms of viewers month-on-month. As ever, Google Sites, driven primarily by YouTube, dominated the market with 150 million unique viewers. In terms of the following pack, Facebook continued its online video renaissance with 57 million viewers trailed by VEVO with 50.1 million, NDN with 49.1 million and Yahoo! Sites with 43.7 million. Google Sites generating the highest number at 12.3 billion video content views and Facebook reaching an all-time high with over 425 million. Google Sites had the highest average engagement among the top ten properties.

In the monetisation stakes, the leading five players still dominated but with noticeabley fewer video ads generated, typically each down between 100–200 million ad views. As ever, Google took top spot but dipped below the two billion mark to 1.8 billion ads, followed by BrightRoll Video Network (1.5 billion), Hulu (1.4 billion), and Adap.tv with 1.1 billion and LiveRail.com whose ad views plummeted to 957 million. Time spent watching video ads totalled 3.5 billion minutes, with BrightRoll Video Network delivering the highest duration of video ads at 849 million minutes.

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