Dan Greenberg presents

Comscore’s First YouTube Rankings

Comscore now tracking YouTube channels like regular TV.  Pretty cool glimpse of the future.

Top 10 channels via AdAge’s release (click here to see rankings of all YouTube channels):

YouTube Channel 
Uniques (000) 
Videos/ Viewer 
Minutes/ Video 
YOUTUBE.COM* 158064.57 114.3 3.1
VEVO 59708.68 14.1 4.7
Warner Music 31251.43 6.3 4.5
Machinima 16925.82 15.7 4.6
Demand Media 15222.32 3.0 4.0
Maker Studios 11445.24 8.9 4.3
Revision3 7593.84 3.4 4.6
Clevvertv 7301.64 2.4 4.3
Associated_Press__AP_ 6580.30 2.2 3.8
IGN 5863.12 3.7 4.4
Next New Networks 4771.56 4.4 4.0
Discovery Communications 3831.53 2.8 4.1
Break Media 3727.32 2.9 4.1
Hearst Television Inc. 3102.47 2.1 4.0
Smosh 3051.76 8.8 4.3

From Comscore’s site:

Benefits of YouTube Partner Reporting

  • With 3rd party measurement, YouTube partners can better monetize their content by having their audiences represented to the agencies and brands that actively use Video Metrix data.  
  • In parallel, the industry can now quantify the number of unique viewers belonging to different YouTube channels, as well as the demographics of those viewers.  

comScore Video Metrix enables stakeholders to:

  • Quantify the number of unique viewers belonging to different YouTube channels
  • Understand the age, gender, household income, household size, race, geographical region, and many other demographic and attitudinal characteristics of YouTube partners’ audiences
  • Answer questions around the number of video views, engagement rates, and average time spent watching each video
  • Determine the GRPs and reach of YouTube partners across the total population, creating an apples to apples comparison with billboard, print, and TV ad inventory
  • Monitor month-over-month trending of YouTube partners’ channels’ data, to preemptively discover YouTube’s rising stars
  • Analyze the different dayparts that audiences tend to tune in during, whether it be the weekend early morning or weekday primetime (currently available for U.S. market only)
  • Administer custom ad effectiveness studies that reveal the demonstrable value YouTube viewers have for the brands they represent
  • Interactively create and optimize complex campaign plans across multiple different media entities, (now including YouTube partners) that reach the exact target audience desired, with the frequency necessary for success