June Video Rankings: 11B Video Ads Streamed, a New Record
Where did Hulu go? Long the top performer for ads, the premium content destination took a bad fall.
There's no stopping the rise of video ads. In May, 2012, video measurement company comScore reported that video ads had topped the 10 billion mark for the first time. One month later, the June results are in and video ads have topped the 11 billion mark. Not only that, but there's a new ad leader in town: Google sites, with BrightRoll right behind. Former leader Hulu has taken a dramatic tumble to third place.
All this is happening while video viewing is essentially flat. In June, 180 million U.S. internet users watched 33 billion online content videos. That's down slightly from the 180.5 million who watched 36.6 billion videos in May.
The leader for content videos in June was Google sites (which includes YouTube), which streamed 484.4 minutes of video on average to 154.5 million viewers. Following Google was Yahoo sites, which delivered an average of 75.5 minutes of video to 51.5 million viewers.
Third in the rankings was Facebook (49.0 million), followed by Vevo (46.2 million), and Viacom Digital (38.9 million). Rounding out the top ten were Microsoft sites, AOL, Amazon sites, Turner Digital, and Vimeo. This marks a big jump for Vimeo, a newcomer to the top ten. Hulu dropped off the list.
Once again, however, the real news is in ads. Video ads again rocketed up, despite slightly lower content video views. Hulu had been the video ad leader for years, but there's a new sheriff in town. Google sites served 1.4 billion video ads to 24.7 percent of the population, averaging 147 ad minutes per viewer. Following Google is BrightRoll Video Network (1.4 billion), Hulu (1.3 billion), Adap.tv (1.1 billion), TubeMogul (1.0 billion), Tremor Video (836.4 million), SpotXchange (732.1 million), Specific Media (694.4 million), ESPN (611.9 million), and Auditude (611.7 million).
In June, 84.8 percent of the U.S. internet audience watched online videos, with an average content video length of 6.8 minutes (up from 6.5 minutes in May). The average ad was again 0.4 minutes.
Vevo was again the most-viewed YouTube partner channel, followed by Warner Music, Machinima, Maker Studios, and FullScreen.
While the number of content videos continued a slow decline, the number of video ads shot to new heights.
Americans are watching the same amount of videos as before, but they're getting a lot more ads along with them.
While online video viewing is flat, Americans are watching more online video ads than ever.
Following a June online video ad high of over 11B views, ads tumble to 9.6B in July.