Digital measurement and analytics company comScore, has released its online video rankings from May 2013. This information, which was complied by the comScore Video Metrix service, determined that over 40 billion videos were watched during the month of May, with most of these views coming from YouTube. Video advertisements, which were lead by the Brightroll platform, had a total of 15.8 billion views.
Video is Here to Stay
Since the creation of film ad television, video has been an important way to reach customers and connect with an audience.
Now, in the onset of digital media, video has taken its place among digital marketing tools through video and advertisement platforms, as can been seen from the comScore statistics which found that 84.8 percent of internet users in the United States watched an online video last month.
Google Leads the Pack
When looking for a video, most people gravitate to YouTube with its wide video selection, which was corroborated according to the comScore numbers -- at least in terms of viewership. During the month of May there was a total of 40,953,776,000 videos watched with an average time spent of 1, 247.9 minutes per individual viewer. Google sites, which include YouTube, had the most viewers at 154.5 million, which was well ahead of its closest competition, Facebook and AOL at 60.4 and 53.8 million respectively.The lowest amount viewership came from Turner Video with 32.9 million views.
Streaming Ads Continue to Do Well
The second area highlighted by comScore is streaming-video advertisements, or ads that play before or during a break in other videos. While sites such as YouTube often give viewers the option to skip these ads, it appears that they are still making an impact. According to comScore over 15.8 billion video ads were viewed in May. BrightRoll was the most popular platform with 2.6 billion ads followed closely by Google at 2.55 billion.
Learning Opportunities
Webinar
Mar
21
Ready to Level Up Your Learning? Discover Your Learning Maturity Score
Learn how to level up your learning program in this free, interactive workshop
Webinar
Mar
29
The CX Commute vs. the CX Joy Ride
Is your CX traffic holding up your customer's journey?
Webinar
Mar
29
Is Your Microsoft 365 Data Recoverable? How to Survive the IT Hotseat When Data is Lost
See why MIcrosoft recommends third party backup
Webinar
Mar
30
An Optimized Customer Contact Strategy Combines Transparency and Intelligence: The State of Outbound Communications
Learn from the Neustar-commissioned Forrester Consulting study on challenges and solutions for contact centers
Conference
May
10
CMSWire CONNECT Customer Experience Conference - Austin 2023
Don't miss the top customer experience and digital experience conference of the year — live in Austin, Texas May 10-12.
Conference
May
10
Reworked CONNECT Employee Experience & Digital Workplace Conference Austin 2023
North America's best employee experience and digital workplace conference of the year — live in Austin May 10-12, 2023.
BrightRoll wasn't the top platform in every category. When looking at frequency, or the amount of ads seen by an viewer, Hulu was in first place with an average of 71.3, compared with BrightRoll’s average of 52.5.
A Look at YouTube
As YouTube is one of the most popularvideo platforms available, many companies tend to use it to promote products and services, instead of creating a company owned video platform. When looking at YouTube Partner channels, comScore reported that music channel VEVO had 50.2 million views with an average of 36.1 minutes spent on the channel by each viewer. This was followed by FullScreen, a network for creators and brands which had 36.5 million views and 23.8 minutes per viewer. Other companies that rounded out the top five partners are Maker Studios Inc,Warner Music and ZEFR.
Video in the News
Video is becoming an important part of the digital marketing landscape through impressions and video platforms, which is why this report isn't the only newsworthy piece of late. YouTube recently added a paid subscription model and Panopto updated its end-to-end platform, while comScore itself launched a multi-platform audience reporting tool which combined the tool used to generate this report with two of the company's other flagship products.