YouTube partner data has revealed that video music channels Vevo (49.1 million viewers) and Warner Music (30.3 million viewers) maintained the top two positions March 2012.
Data from comScore also indicate that gaming channel Machinima ranked third with 22.9 million viewers, followed by Maker Studios Inc. with 14.6 million, FullScreen with 12 million and BroadbandTV with 8.5 million.
Among the top 10 YouTube partners, Machinima demonstrated the highest engagement (69 minutes per viewer), followed by Vevo (62.5 minutes per viewer). Vevo streamed the most videos (670 million), followed by Machinima (379 million).
The comScore Video Metrix service also shows that 181 million US internet users watched nearly 37 billion online content videos in March, while video ads topped 8 billion for the first time on record.
Google sites, driven primarily by video viewing at YouTube.com, ranked as the top online video content property in March with 146.1 million unique viewers, followed by Yahoo! Sites with 60.6 million, Vevo with 51.3 million, Facebook.com with 45.1 million and Viacom Digital with 44.3 million.
Nearly 37 billion video views occurred during the month, with Google sites generating the highest number at 15.7 billion, followed by Hulu with 1 billion and Yahoo! sites with 815 million. The average viewer watched 21.7 hours of online video content, with Google Sites (7.1 hours) and Hulu (4.6 hours) posting the highest average engagement among the top ten properties.
Other notable findings from March 2012 include: 83.5% of the US internet audience viewed online video; the duration of the average online content video was 6.4 minutes, while the average online video ad was 0.4 minutes; video ads accounted for 18.5% of all videos viewed and 1.5% of all minutes spent viewing video online.
