comScore Video Rankings Reveal Leaders Retaining Positions
The American Internet analytics company comScore has just released its data on America’s online video watching habits for the month of June 2014. The categories are for top 10 YouTube viewings for general content, video advertising and YouTube partner channels representing an aggregate of 186.9 million people and their viewing preferences. Among video advertisers, BrightRoll continues to be the top platform for digital advertising publishers. Google retains its leadership position as the provider of online video content, while VEVO maintains the top spot for YouTube partner channels.
There is a measurable rise for total video viewership across the three categories. It spells overall health for the online video industry that will power monetization and, with new video viewability standards, further improvement for delivery platforms and apps, and the continuing trend to up content quality for a now well-educated (and picky) online video consumer base, Internet video comes into its own as a wholly consolidated and autonomous sector that is a vital part of interactive activity.
The top three online content providers based on video viewing at YouTube.com are Google (with 153 million plus unique viewers), Facebook (accounting for 91 million plus visitors), and America Online (with just over 67 viewers in June). For video ads, rankings are based on the percentages of reach within the total US population – BrightRoll Platform accounts for 49.8 percent, Specific Media for 40.8 percent, and AOL ads took in 36.7 percent. YouTube partner channels VEVO @ YouTube (41 million plus viewers), MakerStudiosInc. @ YouTube (36 million plus viewers), and Fullscreen @ YouTube (32 million plus viewers) take the top three spots for the final category. The top 10 players for each category also remain the same at base. Significant difference applies more to the top three spots – the rest of the field are shown to be in close competition, with their performance numbers having small variances (and means that the lower top 10 retain the capability of coming up into the top three when they are able to develop first-to-market products or services that revolutionize their audience reach).
comScore studies show how digital advertising is in constant evolution – lately is has come out of being a direct response medium to a medium for brand-based viewership. The way it has become a sophisticated and important part of online viewing necessitates new performance metrix that departs from traditional standards of measurement. Online industry norms have quite different modalities and qualities – gurus and experts from company to company are scrambling to come up with viable and comprehensive coverage from new online ad measurements to effectively track the fast-developing sector of digital advertising.