ComScore Measures Largest Channels; Music Brands Top the ListWhat's the Most Popular Channel on YouTube? | Digital - Advertising Age: Viewers pining for MTV's early era of three-minute lip-synched dramatizations have long known to turn to that grand repository of all video: YouTube. But what they may not know is just how many video-crazed citizens congregate regularly around the video-sharing site.
According to ComScore, which will start publishing data on YouTube's channel partners tomorrow, 40% of YouTube's audience clicked over in July to watch music videos, more than any other category. Vevo accounted for 38% of YouTube's entire monthly viewers, easily the most-watched channel within the video-sharing site, and second-place Warner Music accounted for 20% of all viewers in July. Vevo is a joint venture between Sony Music Entertainment, Universal Music Group and Abu Dhabi Media, and it licenses music videos from EMI. (See chart below for full ranking.)