Music - more than cats, stunts and sophomoric humor - drives YouTube, according to a new Nielson analysis. May was the first month that Nielsen reported streaming measurement on thousands of YouTube partners; and the top 5 five, led by music centered Vevo and Warner Music Group along with Machinima, combined for nearly 1.5 billion total streams. THE STATS:
YouTube continues to be the top online video destination in the U.S. with over 136 million unique viewers who streamed 16 billion videos during May 2012.
YouTube Partner Channel Unique Viewers (000) Total Streams (000)
1. Vevo 41,362 694,907
2. WMG 22,894 172,985
3. Machinima 17,625 429,962
4. Fullscreen 12,484 79,761
5. Maker 9,655 93,588
Read as: During May 2012, 41.4 million unique U.S. viewers watched video content on Vevo
Source: Nielsen; Totals include content streaming only; it does not include claimed user-generated content
