February Video Rankings: Yahoo Topples Vevo
Online video viewing continued a slow decline in February, 2012, found online measurement company comScore, with 179 million U.S. Internet users watching almost 38 billion videos for an average of 21.8 hours. That compares to 181 million in January, 182 million in December, and 183 million in December. February was a short month, however, so perhaps the trend will reverse in March.
The big surprise for the month was that Yahoo's efforts to grow views with a rebranded video section and original online videos is paying off. The site took the number two spot, besting Vevo, which usually holds that place.
Google sites, which include YouTube, again took the top spot, a situation that won't change anytime soon. Google attracted 147.4 million viewers (down from 152 million in January) watching 418.2 minutes of video each. Yahoo sites followed that with 60.9 million viewers averaging 67.8 minutes each.
Following Google and Yahoo were Vevo (52.0 million), Facebook (43.6 million), and Viacom Digital (43.2 million). Rounding out the top ten were AOL, Microsoft sites, Comcast NBCUniversal, Hulu, and Turner Digital. Amazon slipped out of the top ten, while Turner Digital rose.
For video ads, Hulu was again the leader. It showed 1.6 billion ads to 10.6 percent of the population, averaging 48.2 ads per viewer. That's an increase from 1.4 billion ads in January. Next up for ads were Google sites (1.1 billion), Adap.tv (705.7 million), BrightRoll (683.4 million), Specific Media (611.1 million), Tremor Video (491.1 million), ESPN (477.3 million), Auditude (411.7 million), Microsoft sites (393.1 million), and TubeMogul (334.5 million). While this shows a huge increase for Google sites, comScore notes that it has begun counting certain YouTube ad formats in its measurements.
Vevo was again the most-viewed YouTube partner channel, followed by Warner Music, Machinima, Maker Studios, and FullScreen.
While online video viewing is flat, Americans are watching more online video ads than ever.
Americans are watching the same amount of videos as before, but they're getting a lot more ads along with them.
While the number of content videos continued a slow decline, the number of video ads shot to new heights.
Viewing stats were down slightly for the first month of the year, while video ads were down sharply.
NBC Universal falls out of the top ten, while Amazon surges to the number nine spot.
Online video viewers take a break in November, as comScore's measurements chart the decline.
Companies and Suppliers Mentioned