Is Online Video Consumption Leveling Out? A Look at comScore’s September Rankings

/ Oct 17, 2013

which platform is best for your online video?

comScore’s monthly video rankings came out today, and as we already know, it was good news for AOL’s video ad business. But how about the rest of the web video industry?

According to the charts, nearly 188.7 million Americans watched 46 billion videos during September. How does that compare to August? Well, it’s roughly 200,000 more people watching 700 million fewer videos in September. August’s rankings were also pretty flat when measured against July’s numbers, which makes one wonder, is the online video industry, to some extent, leveling out?

The number of Americans watching online video content has consistently remained in the 180 millions for the past year — though consumption has increased from being in the mid-30 billion range to as high as 48.7 billion last July. I guess we’ll just have to wait and see.

Google/YouTube led the way yet again as the top video content property, reaching 165.4 million unique viewers in September. The rest of the top five also consisted of the usual suspects: Facebook (67.2 million uniques), AOL (61.8 million), Microsoft (49.2 million), and NDN (49.1 million).

Google/YouTube also generated the highest number of streams with 16.2 billion, followed by AOL (976 million), and Facebook (975 million).


As for the YouTube partner channels, VEVO maintained pole position with 47 million unique viewers.

MCN Land witnessed some change, though: Maker supplanted Fullscreen as the top MCN with nearly 33 million unique viewers. Fullscreen, which had liked to refer to itself as the top independent YouTube channel partner, reached 32.5 million uniques during September.

Maker Studios also generated the highest engagement (in terms of time-spent) among comScore’s top 10 with 63 minutes per viewer. This is likely because Machinima, which in August’s rankings had fallen from seventh to ninth, is now completely out of the top 10. I’m sure it continues to generate high engagement, but if these numbers are any indication, Machinima will continue to bleed viewers as it tries to create a premium programming business.


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