Online Content Videos Exceed 50 Billion Monthly Views in December 2013

comScore, via the Video Metrix report, has stated that, for the first time ever, a single month of online video viewing has purportedly topped 50 billion video views. I say purportedly because, as we are all aware by now, it’s not really the truth based on the way that they choose to track video views. Any 3-second viewing of a video is included, multiple views are included for a single piece of content, etc. Here’s their definition once again:

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.

So while it may be 50 billion views by that metric, it’s most probably a lot, lot less in terms of what other people consider a piece of video content, for example, an episode of a television show. A single episode on Hulu is accounting for 3 or more views in the comScore Video Metrix based on the number of ad pods (n) which means (n+1) video views, so please take 50 billion views with a large grain of salt. Five ad pods in a single episode then results in six reported video views.

Facebook Overtake AOL in Battle For Top Online Video Content Property, But Both Still Miles Behind Google

The total increase over November is just over 5 billion views, with a drop in minutes per viewer of just around 13 minutes per along with a drop in total viewers of almost a million. So in a nutshell less people spent less time watching videos online in December than November, yet generated 5 billion more views at least according to comScore.

The real news in the numbers is Facebook who, remarkably, bumped AOL for second place. But there’s a reason for that because comScore notes:

Facebook’s December 2013 online video viewership, particularly the number of video views, is substantially higher than prior months due to both organic and inorganic factors. The largest (and inorganic) source of increase is the recent inclusion, following a technical validation effort, of a significant volume of short (typically 6-second) Vine videos that have been uploaded to Facebook. The other, and currently less significant, factor is the limited roll-out in December of auto-play videos in the Facebook News Feed.

Facebook minutes per viewer also went up from 28 to 50 in a single month, and in addition they added 13 million viewers and nearly tripled the amount of views. So those autoplay videos are counting as views clearly. I suppose that hypothetically, they were in the viewing window of the browser and could, again hypothetically, have been viewed by someone. But that’s a lot of hypotheticals on which to base such important numbers.Still, it’s no more shaky than their 3-second rule for video views I guess. This is all information to take into account when you use these numbers for business or for ad buying.

top us ad video content properties dec 2013

 

Video Ad Networks Explode?

It was just like a year ago when a single video ad network broke the 1 billion ads in a month mark. Now, if you’re not reaching that mark, you don’t make the top ten. Well, OK, there is still one spot in the top ten below that mark which is Videology with 991 million video ads in December 2013. At the top end of the spectrum is AOL with over 4 billion video ads in December. We should start a pool on who hits 5B first and then another for 10B video ads.

The whole video ad industry, at least those tracked by comScore, accounted for 35,235,361,000 video ads, roughly 0.67 video ads per comScore video view. That’s roughly an ad per 1.5 video views. December also saw an average frequency of 204.1 video ads per viewer for 55.6% of the US population. That boils down to a video ad every 5.7 minutes and an average ad length of 0.38 minutes or 23 seconds. Finally, video ads accounted for 40.2% of all videos viewed, which is misleading due to their determination of a video view. It’s probably more like 3:1 ads to video content files views. For example, if every video viewed and tracked by comScore was bisected with an ad pod, the total video file views fall to 26.2 billion, while video ad views remain at 35.2B. Granted, comScore also states that the average online content video is 4.2 minutes. 5.7% of all time viewing videos last month online, was watching ads.

top us video ad properties dec 2013

 

 

Top YouTube Partner Channels: VEVO Still Triumphant

Has anyone ever wondered if there’s a YouTube channel that’s not a YouTube Partner channel but is getting more than 16.3 million uniques per month? Either way, none can top VEVO most likely, what with its 38,460,000 unique viewers a month which is about 20.4% of all video viewers online and roughly 11.4% of the US population. They average 51.1 minutes each. SureMaker Studios has 72.2 minutes each for their 24.7 million uniques, but they’re a full 100 million videos behind per month. Fullscreen put up a good fight as well with 27.3M uniques, and 40.9 minutes average but showed just 358.3M videos. The one stat I would like to see in this chart is total uniques for these channels. Because as far as we can tell there are just 38.46M unique viewers for all of them which is just 20.4% of all Google/YouTube video viewers. Really, it has to be more like 50% given the wide range of topics for the top ten channels.

top youtube channels dec 2013

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Video Ad Viewing Up 31% Year-To-Year [REPORT]

More information from the FreeWheel Q3 2013 Video Monetization Report shows that video ad viewing is continuing its healthy double-digit growth. While video views dropped slightly in the third quarter of this year, video ads still managed to claw some ground from the previous quarter. Remember, this report is based around Programmers or multichannel video programming distributors (MVPD) and Digital Pure-Plays. MVPDs are mostly linear TV revenue driven but offer some IP-based options as well (broadcast networks, cable companies). Digital Pure-Plays are mostly IP-based revenue driven, aggregate content of others and are now starting to make their own (think Netflix, Amazon, etc). The data is for rights-managed, professionally made (not user-generated), aggregate monetization from FreeWheel customers which include FOX, Sky, NBCU, Viacom, Dish, DirecTV

Video views did climb 20% since Q3 2012, so it’s not like that is stagnant, it just lost a bit of ground Q3 vs Q2 this year. Video ad loads are clearly on the rise since video ad viewing has outpaced video viewing by 11%, but without the hard numbers we can’t see exactly what the change is here in terms of ads per video. Additionally, we don’t know what constitutes a view for the report.

Video Ad Viewing Up 31% Year To Year, Completion Rates Flat [REPORT]

Who has shown the ads is fairly steady with less MVPD ads this year over last. Seems that the Digital Pure-Plays are trying to recoup more of the licensing costs as they have a larger percentage now.

Video Ad Viewing Up 31% Year To Year, Completion Rates Flat [REPORT]

Ad Loads Rise, Completion Rates Steady

So even though ad views saw a 31% increase over the past year, it seems that the completion rate of those ads hasn’t gone up, but it was already incredibly high at around 90%. The ad load has increased from 9.1 to 11.6, 29% growth in that area. The high completion rate is most likely due to the ads being embedded in the content and not being able to be fast forwarded over, not through any higher reception by the online viewers I’m sure.

Of course, these types of content publishers want TV-level ad loads, because it’s mostly TV content. I don’t know that it’s going to go over so well with the Millennials who don’t use TVs all that much and are used to lower ad loads online. This could be a point where the industry pushes too far and ends up losing out again, sort of like the cable companies with their subscriber losses over the past few quarters. Too expensive, too much channel bloat, too many restrictions = less subscribers. Online it might simply be too many ads (even in line with linear TV) = less viewers eventually. It could even tip more users over to piracy meaning the content publishers would be making zero on those views. Best to err on the side of caution, but somehow, I don’t see them thinking that way.

Video Ad Viewing Up 31% Year To Year, Completion Rates Flat [REPORT]

Short Form Used to Maximize Monetization?

The report looks a lot at short form content. This would include all of those show clips and highlight reels that can be found online, usually with ads on them. So it’s sort of like watching a pre-roll ad, to then watch an ad about the show you want to watch. Granted, the video is actual content from the show but is usually under five minutes, quite often a single scene from a TV show episode bookended with ads. Personally, I refuse to sit through an ad of any length when the video I want to watch is less than a minute, but that could just be my draconian view of it all. The MVPDs seem to be dropping that sort of thing a bit while the Digital Pure-Plays seem to be picking up on it.

30-Second Ads Dominate in Views and Completion

Finally, in long-form content, 30-second ads are king nabbing 65% of views. On short-form content they’re just under half of all ad views (49%). 60-second spots had a whopping 2% on long-form and nothing on short-form (clearly they’re not looking at YouTube in this report).

Meanwhile, completion rates favored the 30-second ads as well except in the long-form content where 15-second ads edged their mid-length brethren by 5%.

Video Ad Viewing Up 31% Year To Year, Completion Rates Flat [REPORT]

But again, it’s TV Everywhere we’re talking about here and most of the ads cannot be skipped so if the viewer wants to see the rest of the content, they must watch the ads. Completion rates are almost a moot point there. The fact that they’re not all 100% should say something, people are ditching out, either on the ads at the end of content or at the beginning when a 30-second ad shows up on a short-form video of 2 minutes or less. I know they’re trying to show the rosy side of life, but let’s face it, many video viewers despise ads and would do almost anything to get away from them, including pay  a subscription. I would much rather pay a monthly fee than have to suffer through pointless advertisements that are not of interest to me and have zero bearing on my buying or viewing habits. OK, that’s not totally true. I have gone out of my way to avoid a brand because of the massive amount of times I see their ads against some VOD content. So well done, they’ve instilled a total aversion and massively negative brand image in my mind.

Video Ad Viewing Up 31% Year To Year, Completion Rates Flat [REPORT]

Video Ad Viewing Up 31% Year To Year, Completion Rates Flat [REPORT]

33% of tablet owners watch 1 Hour Of Video Content Per Day

In just a few short years the tablet has become a hugely popular second screen of choice for 33% of American adults, and while it may not be an essential item, its affordability means that it is within reach of an increasing number of users. New research from YuMe shows how we use our tablets and it’s no surprise to see that a third of of us devote an hour a day to them, with the minimum of distraction. As for video consumption, 100% of those tablet users surveyed confirmed that they watch videos at home, 66% watch videos on holiday, 22% watch videos while commuting or at work and 13% will watch video content while out drinking or dining.

33% of tablet owning adults will watch video for up to 1 hour a day on weekdays while 24% will watch up to two hours of content on the weekends. 8% of adults will watch around 4 hours of video content at the weekends, presumably due to less distractions.

Tablet use also lead to better recall of video ads, according to the report, with 57% of those asked able to recall a video ad without prompting. That compares favourably against the smartphone (49%) and the TV (45%). Advertisers that created mobile specific ad content were also perceived as being ‘cooler’.

tablet-viewing-tablets-2013-606x2084

Over the past four years, the percent of American adult internet users who upload or post videos online has doubled from 14% in 2009 to 31% today. That includes 18% of adult internet users who post videos they have created or recorded themselves—many of whom hope their creations go viral. The share of online adults who watch or download videos has also grown from 69% of internet users in 2009 to 78% today, and mobile phones have become a key part of the video viewing and creating experience.

The increasing popularity of social networking sites and the proliferation of cell phones have helped spur the growing online video culture
The growing popularity of posting and watching online videos is a natural byproduct of the increasing percent of adults who use social network sites such as Facebook, as well as the proliferation of cell phones which make it relatively easy to watch, record, and post videos online. Fully 72% of online adults now use social networking sites, which provide a venue for video sharing and watching. The current survey shows that:

  • 71% of adults who post videos online do so on social networking sites.
  • 58% of adults who watch online videos do so on social networking sites.

Similarly, as the percent of American adults who own a cell phone has reached 91%4 , it is not  uncommon for adults to use these devices to participate in the online video culture. Among adult cell phone owners:

  • 41% use their phones to watch video.
  •  40% use their phones to record video.
  • 20% use their phones to post videos online.

More recently, apps have emerged which bring the convenience of cell phones together with the
popularity of online video. In the current survey:

  • 23% of adults who post videos online do so using a mobile app such as Vine.
  • 17% of adults who watch videos online do so using a mobile app

Top 20 most shared social video ads during November 2012

#1 Most Shared Social Video Ad for November = Dumb Ways To Die is a safety message-come-music-video, with a catchy tune and a lot of bloodshed. Released by Melbourne Metro to warn travelers about the dangers of rail travel, the clip showcases the many mind-bogglingly stupid ways to kick the bucket in an effort to teach viewers about rail safety.

The catchy tune sweetly details through a series of increasingly ridiculous demises as the animation plays out the lethal action. The Mr Men-like creatures set fire to themselves, get bitten by rattlesnakes and use their private parts as piranha bait, an animated gore-fest that has earned over 2 million shares.

Put together by McCann Melbourne, the clip sounds traumatic, but is quickly becoming one of the year’s most shared ads, thanks to a healthy dose of humour, smart animation and a song that you can’t stop humming.

Top 20 most shared social video ads during November 2012

  1. Melbourne Metro – Dumb Ways To Die  – 2,101,594 Shares

  2. Red Bull – The Athlete Machine – 873,597

  3. Air new Zealand – An Unexpected Briefing – 771,131

  4. Activision: Call of Duty – Black Ops 2(Surprise) – 399,900

  5. BarackObamadotcom – President Obama “I’m Really Proud Of All Of You” – 373,896

  6. Chanel – Marilyn and No5 – Inside Chanel – 299,522

  7. Disney – Darth Vader: what Are You Going To Do Next? – 295,214

  8. Wink, Nod, Smile – Macy’s Presents “What’s in Store?” – 267,039

  9. Radio Globo – Pulcino Pio – 258,380

  10. John Lewis – The  Journey – 255,754

  11. GoPro – Hero 3 Black Edition – Smaller, Lighter and 2x More Powerful – 251,231

  12. Mitt Romney – Revenge Or Love Of Country – 727,118

  13. Actually.org – Don’t Let Mitt Romney Turn Back Time On Women – 207,107

  14. DC Shoes – Ken Block’s Gymkhana Five: Ultimate Urban Playground: San Francisco – 202,374

  15. Innovate Salone: Self Taught African Teen Wows M.I.T. – 180,921

  16. Justin Bieber’s Girlfirend – Official Fragrance Commercial – 137,467

  17. Coke Zero: Unlock the 007 In You. You Have 70 Seconds – 132,618

  18. Louis Vuitton – L’Invitation Au Voyage  – 125,689

  19. Studie43 – 2 Year Old Dancing The Jive – 117,396

  20. Justin Bieber’s Girlfirend – Official Fragrance Teaser – 112,781

 

BrightRoll Video Network Climbs to #1 in Video Ad Ranking

comScore, a leader in measuring the digital world, today released data from the comScore Video Metrix service showing that 183 million U.S. Internet users watched more than 37 billion online content videos in October, while video ad views reached nearly 11 billion.

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 October with 153.2 million unique viewers, followed by Yahoo! Sites with 55.3 million, NDN with 53.2 million, VEVO with 53.1 million and AOL, Inc. with 53.1 million. More than 37 billion video content views occurred during the month, with Google Sites generating the highest number at 13 billion, followed by AOL, Inc. with 711 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
October 2012
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  182,574 37,242,927 1,254.4
Google Sites 153,212 13,028,148 399.5
Yahoo! Sites 55,253 496,318 53.1
NDN 53,215 550,884 74.3
VEVO 53,105 628,958 40.5
AOL, Inc. 53,089 711,008 45.6
Facebook.com 47,870 252,934 13.3
Viacom Digital 40,914 391,700 43.8
Microsoft Sites 37,214 432,457 43.8
CBS Interactive 31,805 297,749 59.9
Grab Media, Inc. 31,647 157,946 27.5

*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 nearly 11 billion video ads in October, with each of the top 5 video ad properties delivering more than 1-billion video ads. BrightRoll Video Network captured first place with more than 1.8 billion ads, followed by Google Sites with more than 1.7 billion, Hulu with 1.5 billion, Liverail.com with 1.2 billion and Adap.tv with 1.1 billion. Time spent watching video ads totaled 3.8 billion minutes, with BrightRoll Video Network delivering the highest duration of video ads at 897 million minutes. Video ads reached 52 percent of the total U.S. population an average of 68 times during the month. Hulu delivered the highest frequency of video ads to its viewers with an average of 59, while Google Sites delivered an average of 19 ads per viewer.

Top U.S. Online Video Ad Properties Ranked by Video Ads* Viewed
October 2012
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  10,887,079 3,820 68.2 51.9
BrightRoll Video Network** 1,827,703 897 12.0 49.3
Google Sites 1,750,845 140 19.1 29.8
Hulu 1,543,196 618 58.8 8.5
LiveRail.com† 1,241,123 540 12.4 32.6
ADAP.TV† 1,091,077 560 9.7 36.4
Auditude, Inc.** 910,734 220 13.4 22.2
TubeMogul Video Ad Platform† 832,198 372 8.8 30.9
Tremor Video** 790,646 384 9.0 28.5
Specific Media** 766,570 339 6.4 39.2
AdExcite Video Ad Network** 728,123 303 8.0 29.5

*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 October 2012 YouTube partner data revealed that video music channel VEVO maintained the top position in the ranking with 52.2 million viewers. Machinima climbed into the #2 position with 35.1 million viewers, followed by Maker Studios Inc. with 28.9 million, Warner Music with 26.3 million and Fullscreen with 25.1 million. Among the top 10 YouTube partners, Machinima demonstrated the highest engagement (49 minutes per viewer) followed by VEVO (39 minutes per viewer). VEVO streamed the greatest number of videos (603 million), followed by Machinima (521 million).

Top YouTube Partner Channels* Ranked by Unique Video Viewers
October 2012
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 52,183 603,474 39.2
Machinima @ YouTube 35,091 520,903 48.9
Maker Studios Inc. @ YouTube 28,896 295,979 35.8
Warner Music @ Youtube 26,315 139,987 17.5
Fullscreen @ YouTube 25,141 138,436 16.1
BroadbandTV @ YouTube 12,806 72,537 18.0
ygent @ YouTube 11,680 34,846 10.3
Alloy Digital @ YouTube 7,959 37,102 15.3
Rightster @ YouTube 7,579 17,148 6.3
disney abcnews @ YouTube 7,380 14,198 7.1

*YouTube Partner Reporting based on online video content viewing and does not include claimed user-generated content

Other notable findings from October 2012 include:

  • 86 percent of the U.S. Internet audience viewed online video.
  • The duration of the average online content video was 6.1 minutes, while the average online video ad was 0.4 minutes.
  • Video ads accounted for 22.6 percent of all videos viewed and 1.6 percent of all minutes spent viewing video online.

Viewership of Ad-Supported Online Video Has Grown 17% This Year

Ad-supported online video viewership has grown 17 percent year-over-year, according to a new survey by marketing research firm FreeWheel.

According to the study, online videos that are 20 minutes or longer carry an average of seven ads. FreeWheel says that viewers of those long-form videos watch whole ads at a 93 percent clip.

FreeWheel also discovered that online video ad views have grown 49 percent this year. The research attributes the uptick in ad views to consumers’ growing acceptance of online video advertisements.

The study examined the growing trend of online video views on non-computer devices as well. FreeWheel found that 1.3 billion consumers view video on their smartphone, game console, or other portable device. Non-computer-based viewership made up 10 percent of all online video views for the year.

Over 60 percent of non-computer-based videos viewed came from Apple devices. Users of the iOS operating system saw more online video when compared to Android users. Consumers running an Android device only claimed 31.5 percent of non-computer online video ad views.

The lion’s share of mobile online video views goes to iOS users, despite the fact that Apple’s mobile device market share shrunk this year. According to a recent study from analysis firm IDC, Apple came in a distant second in the mobile device market for Q3 2012.

FreeWheel studied over 14 billion video views and 10.7 billion video ad views to come up with its numbers. Statistics were compiled from top cable networks, web video distributors, and ad-supported entertainment companies.

The study comes following another online video study from earlier this year. Last August, comScore reported that 184 million U.S. Internet users watched 36.9 billion online videos in July 2012. ComScore says that online video viewership for the month of July has grown every year since 2007.