May 2012 marks the first month that Nielsen publicly reported streaming measurement on thousands of YouTube partners.
The top five YouTube Partner channels, led by Vevo, Warner Music Group and Machinima, combined for nearly 1.5 billion total streams. YouTube provides content creators with tools and programmes to improve their skills, build their audiences and monetise their videos.
To put this into context, YouTube continues to be the top online video destination in the US, with over 136 million unique viewers who streamed 16 billion videos during May 2012.
Vevo is the most watched channel with 41,362,000 unique viewers and 694,907,000 requested streams.
Runner-up is the Warner Music Group with 22,894,000 unique viewers and 172,985,000 requested streams.
At number 3 Machinima with 17,625,000 unique viewers and 429,962,000 requested streams.
At four it is Fullscreen with 12,484,000 unique viewers and 79,761,000 requested streams.
And nunebr five is Maker with 9,655,000 unique viewers and 93,588,000 requested streams.
More insights about the top five YouTube Partners: more than half of each channel’s unique viewers were under the age of 35; About one in isx Americans who watched online video during May 2012 streamed video on the Warner Music YouTube channel (almost 23 million unique viewers).
Vevo led the top five partners in total streams (695 million), while Machinima averaged the most streams per viewer, 24 in May 2012.
Machinima also captured the highest composition of male viewers (62.6%), while others hovered closer to a 50/50 female/male split.
Fullscreen and Vevo skewed toward a slightly older demographic, as 15.3 and 15.7 percent of their viewers are 50 years or older, respectively. Maker drew 9.7 million unique viewers who averaged nearly ten streams per viewer.
(The picture shows Vevo’s ‘Lift’ promotion for emerging artists with Sony Music artist Labrinth)