Vevo's viewership report for April to June 2012 doesn't come right out and say it, but it suggests mobile apps and gaming platforms and responsible for about 1 billion out of 9.3 billion video views in the U.S. in the last 3 months.
The report fills in the gaps left by comScore measurements of the U.S. online video market. (The back story: comScore numbers say Vevo numbers are down. Vevo counters that comScore doesn't measure all its traffic.) Here's how the Vevo report and comScore's reports reconcile:
- Vevo claims 9.3 billion views in the U.S. from July 2011 to June 2012
- comScore's monthly online video reports put Vevo's U.S. browser-based viewing during that time at 8.3 billion views.
- Thus, the difference, about 1 billion views, comes from all the platforms comScore doesn't track, such as smartphone apps, tablet apps and gaming platforms.
Vevo's report says 18 million Vevo mobile and tablet apps have been downloaded to date and mobile traffic "nearly doubled" from the previous quarter. In fact, Vevo actually addresses its recent traffic dip in the report, saying the decrease is "consistent with all other major music sites" and is due to outside factors including a change in YouTube's priority in its home page promotion and the seasonality of labels' release schedules.
But the U.S. represents only a small part of the company's streaming numbers. U.S. streaming accounted for just over 25% of Vevo's global views. From July 2011 to June 2012, Vevo amassed about 8.7 billion streams from 429 million unique viewers around the world in the second quarter.
The top five videos in the quarter were, in order, Carly Rae Jepsen's "Call Me Maybe" (125 million), Justin Bieber's "Boyfriend" (98 million), One Direction's "What Makes You Beautiful" (94 million), Jennifer Lopez's "Dance Again" (87 million) and Rihanna's "Where Have You Been" (72 million).