Online Video Viewership Levels Out in the US (Based on These Numbers)

/ Dec 17, 2013

US_OnlineVideo

It’s the penultimate online video rankings of the year from comScore, and the overall numbers continue to tell the same story: 189.2 million Americans watched 47.1 billion “content videos” (excluding ads) online in November.

Compare this to the:

… And it’s safe to say that online video consumption is holding steady. There might be shifts in terms of which platforms gain and lost viewership month-to-month (as you’ll see below), but by-and-large the viewing patterns have plateaued. At least for now*.

So what’s interesting in this month’s comScore rankings?

Yahoo’s back in the top five, at number five, with 45.8 million uniques watching nearly 344 million videos. Outside of that, nothing seismic in the top 10*.

Content_Properties

Within the video ad space, AOL continues its stellar fall, topping the charts yet again with a pinch below 4 billion video ads streamed. That Adap.tv acquisition looks better every day. AOL was followed by the usual suspects including former chart-topper Google/YouTube, which in November accounted for 3.64 billion video ad views.

Overall, Americans watched nearly 26.8 billion video ads last month.

Hulu continued to be the most TV-like online video ad platform among the top 10 video ad properties, delivering 88.7 ads per viewer (the next closest, Google/YouTube, delivered 31.7 ads per viewer). Hulu reached more than 13.9 million uniques in November, coming in at 28th place, according to comScore data.

AD_Properties

When it comes to YouTube channel partner rankings, BroadbandTV and Machinima dipped out of the 10. In October, those MCNs ranked eighth and ninth, respectively. Going in the other direction was ZEFR, which catapulted to fifth place (though to be fair, it’d be tough to make an apples-to-apples comparison between ZEFR and BroadbandTV and Machinima).

Screen Shot 2013-12-17 at 4.24.22 PM

* Last month, Maker Studios showed up in the top 10 overall online video properties, and as the third-ranked YouTube partner property. This year, Maker placed #12 overall, and third again in the YouTube partner rankings. Fullscreen, which topped Maker both months in the partner chart, does not show up in the overall rankings. I’ve reached out to comScore to understand why that is the case.

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