Data for Americans’ New Passion — Internet Videos



If your business Web site doesn’t have videos, you’re missing an opportunity for growth.

Data from the Interactive Advertising Bureau is enlightening: In America, 11,000 online videos advertisements are watched every second – 23 minutes a day — a total of 28 billion video ads every month. That’s a 23 percent increase from 2010 to 2014.

The data mirrors another report:

Video-watching continue to be a favorite Internet habit of Americans, according to data released in July 2013 by research firm comScore for the month of June. More than 85 percent of American Internet users — 183 million — watched nearly 45 billion videos in June. In Web advertising, Americans watched 20 billion video ads.

Top 10 Video Content Properties by Unique Viewers

Google Sites, driven primarily by video viewing at YouTube.com, ranked as the top online video content property in June 2013 with 158.3 million unique viewers, followed by Facebook with 61.6 million, AOL, Inc. with 51 million, VEVO with 49.3 million and Microsoft Sites with 46.8 million.

More than 44 billion video content views occurred during the month, with Google Sites generating the highest number at nearly 15.7 billion, followed by AOL, Inc. with 775 million and Facebook with 730 million. Google Sites had the highest average engagement among the top ten properties.

Top U.S. Online Video Content Properties Ranked by Unique Video Viewers
June 2013
Total U.S. – Home and Work Locations
Content Videos Only (Ad Videos Not Included)
Source: comScore Video Metrix
Property Total Unique Viewers (000) Videos (000)* Minutes per Viewer
Total Internet : Total Audience 183,308 44,693,710 1,299.3
Google Sites 158,337 15,719,544 500.1
Facebook 61,646 729,548 24.7
AOL, Inc. 51,014 774,641 58.5
VEVO 49,293 562,445 38.9
Microsoft Sites 46,801 615,005 33.3
NDN 46,605 517,871 86.6
Yahoo! Sites 41,391 304,598 73.6
Viacom Digital 40,457 421,490 45.3
Amazon Sites 33,784 135,099 19.1
Turner Digital 27,587 255,590 40.5

*A video is defined as any streamed segment of audiovisual content, including both progressive downloads and live streams. For long-form, segmented content, (e.g. television episodes with ad pods in the middle) each segment of the content is counted as a distinct video stream.Video views are inclusive of both user-initiated and auto-played videos that are viewed for longer than 3 seconds.

Top 10 Video Ad Properties by Video Ads Viewed

Americans viewed a record 20 billion video ads in June, with Google Sites ranking No. 1 with 3.3 billion ad impressions. LiveRail.com came in second with 2.4 billion ads, followed by BrightRoll Platform with 2.4 billion, Adap.tv with 2.2 billion and Specific Media with 1.5 billion.

Time spent watching video ads totaled 7.5 billion minutes, with BrightRoll Platform delivering the highest duration of video ads at 1.2 billion minutes. Video ads reached nearly 54 percent of the total U.S. population an average of 121 times during the month.

Hulu delivered the highest frequency of video ads to its viewers with an average of 73.

Top U.S. Online Video Ad Properties Ranked by Video Ads* Viewed
June 2013
Total U.S. – Home and Work Locations
Ad Videos Only (Content Videos Not Included)
Source: comScore Video Metrix
Property Video Ads (000) Total Ad Minutes (MM) Frequency (Ads per Viewer) % Reach Total U.S. Population
Total Internet : Total Audience 20,090,763 7,487 121.1 53.6
Google Sites 3,260,119 300 29.7 35.5
LIVERAIL.COM† 2,390,027 800 29.4 26.3
BrightRoll Platform**† 2,384,810 1,155 15.3 50.2
ADAP.TV† 2,208,488 1,048 18.1 39.4
Specific Media** 1,482,259 567 13.1 36.7
TubeMogul Video Ad Platform† 1,442,628 438 15.3 30.4
Hulu 1,395,987 533 73.4 6.1
Tremor Video** 772,829 358 12.5 20.1
AOL, Inc. 670,437 314 12.6 17.2
Videology† 598,124 238 9.3 20.8

*Video ads include streaming-video advertising only and do not include other types of video monetization, such as overlays, branded players, matching banner ads, etc.
**Indicates video ad network
†Indicates video ad exchange/DSP/SSP

Top 10 YouTube Partner Channels by Unique Viewers

The June 2013 YouTube partner data revealed that video music channel VEVO maintained the top position in the ranking with 47.5 million viewers. Fullscreen held on to the #2 position with 34.3 million viewers, followed by Maker Studios Inc. with 28.8 million, Warner Music with 28.4 million and ZEFR (formerly MovieClips) with 26.5 million.

Among the top 10 YouTube partners, Machinima demonstrated the highest engagement (76 minutes per viewer), followed by Maker Studios Inc. (62 minutes per viewer). VEVO streamed the greatest number of videos (534 million), followed by Maker Studios Inc. (477 million).

Top YouTube Partner Channels* Ranked by Unique Video Viewers
June 2013
Total U.S. – Home and Work Locations
Content Videos Only (Ad Videos Not Included)
Source: comScore Video Metrix
Property Total Unique Viewers (000) Videos (000) Minutes per Viewer
VEVO @ YouTube 47,452 533,916 37.7
Fullscreen @ YouTube 34,287 309,216 28.2
Maker Studios Inc. @ YouTube 28,758 476,838 62.3
Warner Music @ YouTube 28,375 160,236 18.4
ZEFR @ YouTube 26,530 137,230 14.4
The Orchard @ YouTube 22,564 85,294 10.6
Machinima @ YouTube 20,380 389,548 75.8
UMG @ YouTube 17,907 60,096 9.8
BroadbandTV @ YouTube 16,759 127,043 24.5
E! Entertainment Television @ YouTube 15,634 39,251 4.1

Other notable findings from June 2013 include:

  • 85.2 percent of the U.S. Internet audience viewed online video.
  • The duration of the average online content video was 5.3 minutes, while the average online video ad was 0.4 minutes.
  • Video ads accounted for 31 percent of all videos viewed and 3 percent of all minutes spent viewing video online.

From the Coach’s Corner, here are more video insights:

A Lesson in Great E-mail Marketing Using Social Media, Videos — Dog lovers would love a promotion by Orvis. Actually, you don’t have to own a dog to appreciate the digital marketing by the firm. Orvis is a nationwide high-end purveyor of men’s and women’s clothing, products for the home and travel, and of course you can buy gifts for your dog. 

Great News for Web Publishers: Video Ad Spending Explodes — The global real-time bidding (RTB) expenditures on online video advertising is forecast to hit $1.14 billion in 2014, according to an independent consulting firm.  

Tips: Do it Yourself Videos are OK, but Get Help if You Aren’t a Pro — Videos, as a marketing tool, are great because they enable prospects to actually see your business from their computers. You can be seen as hospitable. Videos can help your prospects feel like guests.

Need a Game-changer? Try a Good Video for More Credibility — Whether you’re an event planner or if you want to make your business more credible, here’s why good videos should be part of your marketing mix.

“Stop thinking of ‘video marketing’ as this separate entity that is optional for your business. Video is an effective form of communication that needs to be integrated into each and every aspect of your existing marketing efforts.”

-James Wedmore

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Author Terry Corbell has written innumerable online business-enhancement articles, and is a business-performance consultant and profit professional. Click here to see his management services. For a complimentary chat about your business situation or to schedule him as a speaker, consultant or author, please contact Terry.

Seattle business consultant Terry Corbell provides high-performance management services and strategies.