14 DAY TRIAL // YouTube is by far the largest video site on the web, yet it still feels like it's only getting started. This may be because YouTube's goal is to one day rival TV in terms of quality, hours watched and, of course, ad money.
There's already a lot of content on YouTube and its use of channels, to corral professional and semi-professional content, is starting to pay off.
A clear indication of this is that comScore, the analytics company, will start measuring channel audiences for YouTube.
To get things moving, it has some interesting stats on the most popular channels on the site which are, unsurprising perhaps, music channels.
In fact, Vevo, which has music videos from three major record labels, accounted for 38 percent of all viewing sessions on YouTube. In total, 40 percent of YouTube watchers viewed at least one music video last month.
59.7 million unique viewers visited the Vevo channel and watched a video. The second place channel, Warner Music Group, had 31.2 million, almost 20 percent of YouTube visitors. Warner is not part of Vevo and has its own deal with YouTube.
Music videos have always been popular on YouTube, as viewer numbers for Vevo have always shown. But the third place channel may be a bit of a surprise, it's Machinima, a video channel dedicated to video game clips.The channel amassed 16.9 million unique visitors on YouTube in July.
Further down the line, Demand Media sits at number four, with 15.2 million unique visitors, followed by Maker Studios with 11.4 million and Revision3 with 7.5 million.
YouTube is doubling down on this type of professional and semi-professional content for the site to bolster the number of quality videos which fetch higher ad rates. Google hasn't revealed how much money YouTube makes or whether the site is profitable, but has been working towards this for years.