YouTube is the new MTV, says ComScore

YOUTUBE REVIVED THE VIDEO STAR: Here’s some more good news for the recently resilient music biz: According to ComScore, the most-watched content on YouTube is music videos, which accounted for 40% of audience views in July, more than any other category. What’s more, VEVO accounted for 38% of YouTube's entire monthly viewers, making it by far the most-watched channel within the video-sharing site, ahead of #2 Warner Music, which registered 20%. (Machinima, which offers videogame-related clips, is #3.) The new measurement data may be a boon to YouTube and its channel partners as the Google-owned company hopes to entice bigger advertisers with the third-party validation of its audience, AdAge points out. At the same time, online video hardly has the same depth or reach of TV. ComScore's data reveals that of the top 20 measured channels on YouTube, viewers on average are watching a total of 22.5 minutes a month. But the measurement stats don’t include mobile viewing, a fast-growing area. (8/18a)