December Video Rankings: Online Video Ads Jump, LiveRail Advances
Content video views were up slightly in December, while online video ads were way up. Overall, 188.2 million unique U.S. viewers (down from 189.2 million the month before) watched 52.4 billion content videos in December (up from 47.1 billion). Given that comScore's rankings don't yet count mobile devices, connected TVs, or game consoles, the actual number of content views is certainly much higher. Google took the top spot (as usual), followed by Facebook and AOL. This marks a gain for Facebook, which had the number three spot in November. Facebook jumped from 1.2 billion content videos in November to 3.7 billion in December. comScore ascribes Facebook's increase to the inclusion of uploaded Vine videos (which are six seconds long) and the use of auto-play videos in Facebook's news feed.
While content videos showed modest gains, online video ads showed huge gains. U.S. viewers watched 35.2 billion video ads in December, compared with 26.8 billion the month before. Viewers averaged 204.1 ads each, compared 154.6 the month before. This increase is greater than the healthy jump comScore found in November. Video ad networks apparently haven't found the ad saturation point yet.
LiveRail rose in the December ad rankings, taking the second spot behind AOL. LiveRail streamed 3.6 billion video ads in December, up from 3.1 billion the month before.
Video views took a tumble this cold January, but that could simply reflect changes in how and where people stream content.
Publishers are experimenting with higher ad loads on streaming video, and so far the results are paying off.