comScore has published some data on YouTube usage habits, and it reveals that music remains a key factor in the site’s growth. comScore claims that 40% of YouTube visitors in July watched music videos, with Vevo accounting for 38% of YouTube’s monthly viewers. Warner Music Group was the second most popular channel on the site with 20% of all viewers. Vevo’s 59.7 million viewers watched an average of 14.1 videos each during the month, whereas WMG’s 31.3 million viewers watched an average of 6.3 videos – note, there is some overlap between these two channels. The figures were released to promote comScore’s new service which will track the numbers for YouTube’s content partners. Source: Advertising Age
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