Comscore has started to research viewership on YouTube channels. During the month of July the top rated YouTube channel was Vevo@YouTube with 59,709,000 unique viewers who watched 844,053,000 videos with an average viewing time of 65.8 minutes per viewer.
Runner-up of the YouTube channels was Warner Music@YouTube with 31,251,000 unique viewers, who watched 197,090,000 videos with an average viewing time of 28.5 minutes. Third came Machinima@YouTube with 16,926,000 visitors, 265,409,000 video and 72.7 minutes.
A first look at select YouTube partners from the current list of beta partners revealed that Machinima reached 16.9 million viewers with the highest engagement at 1.2 hours per viewer over the course of the month. Maker Studios drew 11.4 million viewers, who viewed an average of 8.9 videos, while Demand Media attracted 15.2 million viewers.
Channels with particularly niche audiences included Maker Studios with 50% of its viewers falling between the ages of 12-24, and IGN with 70% of its audience being male viewers. In addition, men account for 83% of the time spent viewing Revision3’s shows, whereas women account for over 66% of the time spent viewing Alloy’s YouTube videos.
Howcast was also notable in that 75% of its viewing audience had children in their households.
The comScore Video Metrix service shows that 180 million US internet users watched online video content in July for an average of 18.5 hours per viewer. The total US internet audience engaged in a record 6.9 billion viewing sessions.
Google sites, driven primarily by video viewing at YouTube.com, ranked as the top online video content property in July with 158.1 million unique viewers, while Vevo ranked second with 62.1 million.
Facebook.com climbed to the number three position with 51.4 million viewers, followed by Microsoft Sites with 49.5 million and Viacom Digital with 47.3 million. Total viewing sessions reached another all-time high in July at nearly 6.9 billion, with Google Sites crossing the 3 billion mark to account for more than 40% of all viewing sessions online.
The average viewer watched 18.5 hours of online video content during the course of the month, with Google Sites (5.9 hours) and Hulu (3.4 hours) exhibiting the highest engagement.
