"YouTube remains the No. 1 online video destination," according to comscore's 2015 U.S. Digital Future in Focus, "with 159.5 million desktop viewers in December 2014. The popularity of professionally and semi-professionally produced content on YouTube channels continues to drive engagement on the platform, with VEVO ranking as the No. 1 channel."
"Vevo has 44.2 million viewers, followed by Disney/Maker Studios (42.6 million) and Fullscreen (36.9 million). VEVO also led the Top 10 YouTube Channels with 15 videos watched per viewer in December 2014.
"Digital video viewing still occurs most frequently via desktop computer, but mobile video viewing is on the rise. Nearly 7 in 8 Americans watch online video, with more than half doing so daily. Slightly below half of smartphone and tablet users watch video on their devices, with about 1 in 10 doing so daily, suggesting there is significant room for continued growth," the 2015 U.S. Digital Future in Focus study reveals.
"Over-the-top devices such as Apple TV, Google Chromecast, and Microsoft Xbox are also gaining adoption and driving extended engagement of digital video viewing."
"Although desktop video is a mature medium, total viewership and engagement per viewer continue to post gains. By the end of 2014, the number of monthly unique video viewers on desktop fell just short of 200 million, with each viewer watching more than ten videos per day on average," according the report.
Video Viewer Penetration by Platform: Monthly vs. Daily
- 86% view monthly on desktops
- 52% view daily on desktops
- 46% view monthly on smartphones
- 9% view daily on smartphones
- 48% view monthly on tablets
- 10% view daily on tablets
Knowing that most people are watching online videos on their desktop computers, and via YouTube, specifically, should make your advertisers think twice about formatting their videos as well as what YouTubers are interested in. AudienceSCAN research reveals that 52% of YouTube users are women. 44% of them are gamers, and a quarter of them are running/jogging for exercise. And 31% took action after seeing an ad on a social network in the past 30 days.
AudienceSCAN data is available as part of a subscription to AdMall for Agencies. Media companies can access AudienceSCAN data through the Audience Intelligence Reports inåÊAdMall.