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comScore's January 2014 Video Metrix: Our Take

comScore's January 2014 Video Metrix: Our Take

As more premium video content becomes available online and consumers increase their video consumption across all screens, publishers and advertisers are widely recognizing the importance of delivering a high-quality, television-like experience for their customers. Recent data from the comScore Video Metrix service proves that monetized mobile video has never been in higher demand, with 183.8 million Americans watching 48.7 billion online content videos and video ad views topping 26.9 billion in January 2014.

At Brightcove, we believe that online video consumption is poised for even greater growth as more major media conglomerates acclimate to new methods of publishing and monetizing their premium video content across all IP-connected devices. The increase in the sheer amount of online video views speaks volumes— 12.5 million more videos were watched this year in comparison to January 2013. Even better, the number of video ad views has increased by 17.8 billion over the same period of time.

Google sites continue to dominate the top U.S. online video content properties with 157.6 million unique views, followed by Facebook and AOL which owned 84.9 million and 60.6 million views respectively for the month of January. Consumers across the U.S. are shifting their viewing habits from "primetime" to "anytime," and Brightcove provides publishers the opportunity to seize online video revenue by delivering monetized, high-quality video content to any mobile device in the world, satisfying both the consumer and content owner alike. Brightcove Once maximizes publishers' multi-screen revenue, allowing major improvements at every stage of the ad performance tunnel while giving the customer the anytime viewing they want out of their second screen experience.

The biggest success for online video in the latest U.S. Online Video Rankings report came from the growth of video ad views in the past year- a 195.6 percent jump from just 12 months ago. SpotXchange Video Ad Marketplace gained control of the No. 1 spot of the top 10 ad properties with 3.5 billion of the 26.9 billion video ads viewed in January. Time spent watching video ads totaled 10 billion minutes last month—we wonder how many pre, mid and post roll ads we could fit into that content!

Video ads reached 52.6 percent of the total U.S. population an average of 165 times during the month- yet another large increase here in regard to the frequency of views, as online video only reached viewers 58 times a month in January of 2013.

comScore's notable findings from January that support the need for Brightcove Once include:

  • 85.1 percent of the U.S. Internet audience viewed online video.
  • The duration of the average online content video was 4.4 minutes, while the average online video ad was 0.4 minutes.
  • Video ads accounted for 35.6 percent of all videos viewed and 4.5 percent of all minutes spent viewing video online.

It is clear that online video viewership is progressing at a steady pace, and of course at Brightcove we anticipate nothing but continued growth as eyes continue to move towards the second screen and advertisers' marketing dollars shift with them. 

Contact us to learn more about Brightcove Once.