By Sahil Patel
It’s not going to surprise you that Google (mainly led by YouTube) and Facebook stand atop comScore’s US online video rankings for February — both companies were there in January and last December. But here’s a stat that suggests just how much the two companies own online video consumption in the US.
According to comScore, Google/YouTube averaged more than 43.5 million uniques every day in February; Facebook averaged 29.8 million. The next-closest company, NDN, averaged more than 7 million uniques per day. AOL, which came in at third place in terms of monthly uniques with 63.4 million across February, brought in more than 5 million uniques every day.
So as Facebook looks to build out its video business, with premium ads and various types of exclusive content, it definitely has the chance to challenge Google and YouTube’s supremacy. That said, even if Facebook one day supplants Google/YouTube as the top online video platform, the other competitors still have quite a way to go.
A rebuttal, because I know it’s coming: Google and Facebook are different in the sense that they’re open online video platforms — anyone can post video content to YouTube and Facebook, from brands to your baby-obsessed sister-in-law. Meanwhile, platforms owned by the likes of AOL, NDN, and Yahoo, are more exclusive in terms of what type of content they offer. That’s a fair criticism, and the argument these companies make when selling their inventory to advertisers.
But at the end of the day, in terms of pure mass consumption, it seems to be mainly happening on YouTube and Facebook.
If you’re wondering about Netflix, the other big online video giant, comScore says “Netflix.com” reached 18 million uniques in February, and 3.6 million daily uniques — good enough for 19th place on the charts. Netflix shouldn’t mind, though, since comScore says viewers averaged 518.8 minutes of time spent across the month. That’s far beyond anyone else, even Google/YoUTube, which generated 304.7 minutes in time spent. And remember, Netflix has that “premium content” everybody is striving for, even if the site has no need for advertisers.
Meanwhile, in the world of video advertising: SpotXchange’s time at the top of the US ad market was short-lived. The video ad company, which rose to the top of the measurement service’s rankings in January with more than 3.46 billion ad impressions, delivered 2.2 billion in February — good enough for sixth place in the charts.
The usual suspects litter the top five: AOL climbed back to the top with close to 3.16 billion video ad views delivered, followed by Google/YouTube with 3 billion, LiveRail with 2.89 billion, BrightRoll with 2.57 billion, and TubeMogul 2.36 billion.