comScore Releases January 2010 U.S. Online Video Rankings

Average YouTube Viewer Watched More than 93 Videos in January, up 50 Percent vs. Year Ago

Mar 08, 2010, 14:52 ET from comScore, Inc.

RESTON, Va., March 8 /PRNewswire-FirstCall/ -- comScore, Inc. (Nasdaq: SCOR), a leader in measuring the digital world, today released January 2010 data from the comScore Video Metrix service showing that nearly 173 million U.S. Internet users watched online video during the month. Video viewers at YouTube.com watched 93 videos on average during the month, representing an increase of 50 percent versus year ago.  

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Top 10 Video Content Properties by Videos Viewed

U.S. Internet users watched 32.4 billion videos in January with Google Sites ranking as the top U.S. video property with 12.8 billion videos. YouTube.com accounted for nearly 99 percent of all videos viewed at the property. Hulu ranked second with 903.1 million videos, or 2.8 percent of the all online videos viewed. Microsoft Sites ranked third with 491.8 million (1.5 percent), followed by Yahoo! Sites with 435.5 million (1.3 percent) and Viacom Digital with 361.2 million (1.1 percent).  

Top U.S. Online Video Content Properties* by Videos Viewed

January 2010

Total U.S. – Home/Work/University Locations

Source: comScore Video Metrix

Property

Videos

(000)

Share of

Videos (%)

Total Internet : Total Audience

32,410,886

100.0

Google Sites

12,816,043

39.5

Hulu

903,078

2.8

Microsoft Sites

491,753

1.5

Yahoo! Sites

435,487

1.3

Viacom Digital

361,228

1.1

Fox Interactive Media

293,008

0.9

Turner Network

283,244

0.9

AOL LLC

241,991

0.7

Vevo

226,125

0.7

CBS Interactive

217,407

0.7

*Rankings based on video content sites; excludes video server networks.  Online video includes both streaming and progressive download video.

Top 10 Video Content Properties by Viewers

More than 173 million viewers watched an average of 187 videos per viewer during the month of January. Google Sites attracted 136.5 million unique viewers during the month (93.9 videos per viewer), followed by Yahoo! Sites with 51.5 million viewers (8.5 videos per viewer) and CBS Interactive with 41.2 million viewers, (5.3 videos per viewer). The average Hulu viewer watched 23.5 videos during the month, representing an all-time high for the property.

Top U.S. Online Video Content Properties* by Unique Viewers

January 2010

Total U.S. – Home/Work/University Locations

Source: comScore Video Metrix

Property

Unique Viewers (000)

Average Videos per Viewer

Total Internet : Total Audience

173,361

187.0

Google Sites

136,469

93.9

Yahoo! Sites

51,464

8.5

CBS Interactive

41,210

5.3

Fox Interactive Media

40,457

7.2

Hulu

38,445

23.5

Viacom Digital

38,009

9.5

Microsoft Sites

36,109

13.6

FACEBOOK.COM

34,214

5.2

Vevo

32,357

7.0

AOL LLC

30,809

7.9

*Rankings based on video content sites; excludes video server networks.  Online video includes both streaming and progressive download video.

Top Video Ad Networks by Potential Reach

In January, Tremor Media ranked as the top video ad network with a potential reach of 86 million viewers, or 49.6 percent of the total viewing audience. BBE ranked second with a potential reach of 78.3 million viewers (45.2 percent penetration) closely followed by Advertising.com Video Network with 77.9 million viewers (45.0 percent).

Top U.S. Online Video Ad Networks by Potential Reach of Unique Viewers

January 2010

Total U.S. – Home/Work/University Locations

Source: comScore Video Metrix

Property

Unique Viewers (000)

Viewer Penetration

Total Internet : Total Audience

173,361

100.0

Tremor Media - Potential Reach

86,047

49.6

BBE - Potential Reach

78,327

45.2

Advertising.com Video Network - Potential Reach

77,946

45.0

BrightRoll Video Network - Potential Reach

67,377

38.9

YuMe Video Network - Potential Reach

65,666

37.9

ScanScout Network - Potential Reach

65,298

37.7

SpotXchange Video Ad Network - Potential Reach

63,406

36.6

Break Media Network - Potential Reach

63,108

36.4

TidalTV - Potential Reach

49,264

28.4

Adconion Video Network - Potential Reach

47,913

27.6

Other notable findings from January 2010 include:

  • The top video ad networks in terms of their actual reach delivered were: BrightRoll Video Network with 27.2 percent penetration of online video viewers, SpotXchange Video Ad Network with 19.8 percent, and Tremor Media Video Network with 16.6 percent.
  • 135.4 million viewers watched 12.7 billion videos on YouTube.com (93.4 videos per viewer).
  • The average Hulu viewer watched 23.5 videos, totaling 2.3 hours of videos per viewer.
  • The duration of the average online video was 4.1 minutes.

About comScore

comScore, Inc. (NASDAQ: SCOR) is a global leader in measuring the digital world and preferred source of digital marketing intelligence. For more information, please visit www.comscore.com/companyinfo.

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SOURCE comScore, Inc.



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