Trend Update: Online Video Consumption and Advertising Sales
Posted by Steve Goldberg on Thu, Apr 28, 2011 @ 06:47 AM
These reports came out recently, and I thought they were a great follow up to a past post, Trend Report: Online Video Consumption and Advertising Sales. Though as you can see below there hasn't much of a shift in the numbers from the last report, by views alone YouTube, VEVO, and Facebook are holding ground. Interestingly enough though, Hulu is the number one online video property based on number of ads viewed (over double from the second spot), which is a good indication of a higher quality of traffic.
*Apologies in advance for the uneven charts.
Major label-backed music video site Vevo dropped from second to fifth in ComScore's monthly video view rankings, surpassed by traditional portals AOL, Yahoo and Microsoft during March. A rising tide lifted all boats, however as total viewing session were up from 5 billion to 5.7 billion and avg. video content consumed increased from 13.6 to 14.8 hours/viewer. Hulu continued to dominate in the minutes per viewer metric, with Hulu users watching an average 215 minutes on the site for the month.
Top U.S. Online Video Properties by Video Content Views
Ranked by Unique Video Viewers - March 2011
Property Total UV # of Sessions Minutes/Viewer
Total net aud. 174,315 5,726,413 889.1
Google Sites 143,191 1,971,939 275.6
AOL, Inc. 57,006 284,688 39.2
Yahoo! Sites 56,361 267,688 42.1
Microsoft Sites 53,090 331,282 47.2
VEVO 52,585 241,154 79.6
Facebook.com 48,792 185,817 19.2
Viacom Digital 48,696 180,638 73.2
Turner Digital 41,718 154,163 37.5
NBC Universal 31,052 65,973 17.3
Hulu 27,537 143,673 215.5
Source: comScore Video Metrix
Hulu continues to dominate video ad views, delivering over 1.1 billion views February - that's nearly 30% of the total video ads delivered in North America, according to ComScore. Tremor Media Video Network ranked second overall (highest among video ad networks) with 548.3 million ad views, followed by ADAP.TV (396 million) and SpotXchange Video Ad Network (343 million). Video ads accounted for 12.4% of all videos viewed and 1.2% of all minutes spent viewing video online.
Top U.S. Online Video Properties by Ads Viewed - ranked by Video Ads Viewed
February 2011
Property Video Ads Total Min Frequency % Reach Total Pop.
Hulu 1,131,047 454 48.1 7.8%
Tremor Media * 548,323 336 9.0 20.1%
ADAP.TV* 395,864 236 8.2 16.1%
SpotXchange * 342,878 217 9.7 11.7%
Viacom Digital 284,767 131 11.7 8.0%
BrightRoll * † 273,190 157 5.1 17.8%
CBS Interactive 227,808 74 10.1 7.4%
Microsoft Sites 208,799 92 9.2 7.5%
ABC Television 171,359 71 20.9 2.7%
Undertone* 154,191 88 8.1 6.3%
Total Int: Total Aud.3,829,869 1,661 30.2 42.0%
Source: comScore Video Metrix, * = Video Network, †BrightRoll Video Network reported an internal tagging error that led to a potential undercounting of their videos
Netflix Still on the Rise
Accusations that Netflix is dominating web traffic don't seem exaggerated after all. The company's 20 million subscribers account for some 61% of all digital movies streamed online, according to a new NPD report, far ahead of its nearest competitors Comcast (8%) and DirecTV, Time Warner Cable and Apple (each tied at 4%.) The report noted that consumers are now well aware of and comfortable with the "four modes of digital-video acquisition," which brings the latest releases to sell through services and VOD, while making subscription services such as Netflix wait. Digital video now makes up one quarter of all home video volume.
Netflix, which is monitored by Nielsen's video tracking service, continues to grow rapidly, ranking 6th in total streams and easily lead in the time per viewer category in March. For the second month in a row, VEVO was the #2 video brand in the U.S. with 33.3 million unique video viewers, trailing only YouTube with over 111 million unique video viewers. CNN Digital was new to the top 10 after a phenomenal 128% month-to-month boost in total streams as online viewers turned to the site to stream video covering the earthquake and tsunami in Japan. VEVO (+21%), Yahoo (+21%) and MTV Networks Music (+25%) also posted heady gains in March.
Top Online Video Brands by Unique Viewers (March 2011, U.S.)
Video Brand Unique Viewers MOM % Change in Viewers
YouTube 111,860 3.6%
VEVO 33,253 3.0%
Facebook 31,885 0.6%
Yahoo! 26,016 11.1%
MSN/Windows
Live/Bing 15,972 7.1%
Hulu 12,315 3.7%
AOL 11,215 13.7%
CollegeHumor 11,199 19.9%
CNN 9,603 60.1%
FIM 9,238 14.6%
Source: The Nielsen Company
Top Online Video Brands by Total Streams (March 2011, U.S.)
Video Brand Total Streams (000) MOM % Change in Streams
YouTube 8,166,713 8.3%
Hulu 810,594 -1.9%
VEVO 383,274 20.6%
MSN/WindowsLive/Bing 259,334 2.4%
Yahoo! 203,292 20.7%
Netflix 201,577 28.0%
Turner-SI Digital Network 171,259 5.8%
Facebook 157,069 7.0%
CNN Digital Network 156,748 127.8%
MTV Networks Music 142,873 24.9%
Source: The Nielsen Company
Top Online Video Brands by Time per Viewer, March 2011, U.S.
(250K Unique Viewer Minimum)
Video Brand Time/Viewer MOM % Change in Time
(hh:mm)______________________
Netflix 9:53 6.6%
Tudou.com 8:30 4.5%
Hulu 5:13 3.3%
Cwtv.com 2:58 -16.4%
Megavideo 2:35 -7.7%
YouTube 2:20 5.2%
Justin.tv 2:17 16.8%
StageVU 2:05 -18.2%
Veoh 1:35 -12.6%
Nick Family 1:32 -31.3%
& Parents
Source: The Nielsen Company
-Steve
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