comScore’s monthly online video data is in and it looks Facebook passed Yahoo in July to become the second largest video site in the U.S. behind Google/YouTube. According to comScore, more than 184 million U.S. Internet users watched 36.9 billion online content videos in July, while video ad views totaled 9.6 billion.
Google/YouTube still outpaced the rest of the online properties with 157 million unique viewers in July, compared to 53 million from Facebook, 48.7 million from Yahoo, 44.8 million from Vevo and 42.7 million from Microsoft. Nearly 36.9 billion video content views occurred during the month, with Google Sites generating the highest number at 19.6 billion, followed by AOL with 665 million. Google also took the top spot for engagement as well.
In terms of ads, Google ranked first with 1.5 billion ads, followed by Hulu with 1.2 billion, Adap.tv with 1.1 billion, SpotXchange Video Ad Marketplace with 1 billion and TubeMogul Video Ad Platform with 830 million. Time spent watching video ads totaled 3.9 billion minutes, with Adap.tv delivering the highest duration of video ads at 627 million minutes. Video ads reached 52 percent of the total U.S. population an average of 61 times during the month. Hulu delivered the highest frequency of video ads to its viewers with an average of 46, while ESPN delivered an average of 26 ads per viewer.
Drilling down on YouTube partner data, VEVO had 43.9 million viewers on July followed by gaming channel Machinima, with 25.3 million viewers. Warner Music and Maker Studios saw 24.9 million viewers and 20.4 million viewers, respectively. This is the first time Machinima, which just raised new funding led by Google, has taken the second spot in the partner rankings. Among the top 10 YouTube partners, Machinima demonstrated the highest engagement (83 minutes per viewer) followed by Maker Studios (45 minutes per viewer). VEVO streamed the greatest number of videos (571 million), followed by Machinima (564 million).
comScore reports that 85.5 percent of the U.S. Internet audience viewed online video in July (compared to 84.8 percent in June).