Music tops YouTube channel viewing

ComScore has eleased its first comScore YouTube Partner Report, putting some actual numbers to the popular streaming platform's successes. Machinima had 17.7 million viewers in August, which exceeds the average number who watch NBC's Sunday Night Football and the mostly under 35, male-skewing Machinima audience sticks around for a monthly average of 70 minutes per viewer. But it was music videos that reached the most people on YouTube. The Universal/Sony platform Vevo attracted the most viewers with 60.6 million and Warner Music clocked up 31 million, with average times of 60 minutes and 29.1 minutes respectively.