January Video Rankings: Strong Decline in Video Ads
Are viewers opting out of video ads in greater numbers? The latest comScore rankings show a large drop in ad views.
Online measurement specialist comScore has released its online video rankings for the month of January, and the results show a slight decline in overall viewing, but a larger decline in video ad viewing.
For content videos, the results are almost unchanged from December. Google sites, Facebook, and Vevo continue to rule. Google sites (which include YouTube) showed 150.0 million unique U.S. viewers 12.3 billion videos, far exceeding second place Facebook (which showed 57.0 million viewers 425.9 million videos).
In January, a total U.S. audience of 179.5 million viewers watched 36.2 billion videos, averaging 1,140.2 minutes of video per viewer. That's down slightly from the 181.7 million viewers who watched 38.7 billion videos in December.
In the ad space, the U.S. audience saw 9.1 billion video ads in January, compared to 11.3 billion ads in December. Hulu recovered from its fifth place showing in December by taking third place for ads in January. It did that, however, while showing fewer ads: in December Hulu showed 1.5 billion video ads, while it showed 1.4 billion in January. The reason it rose up in the rankings is that LiveRail and Adap.TV had even stronger declines.
For January, the average content video was 5.7 minutes while the average video ad was 0.4 minutes.
The social network again takes the number two spot in the monthly online content video rankings.
U.S. viewers watched fewer streaming videos in February, but far more video ads. Could increased advertising be driving away the audience?