'Primetime' U.S. Video Streaming Activity Occurs on Weekdays Between 5-8 P.M.

Bolstered By YouTube.com, Google Ranks as Top U.S. Streaming Video Property

in January According to comScore Video Metrix

    RESTON, Va., March 21 /PRNewswire/ -- comScore, a leader in digital
 media measurement, today released the latest data on the U.S. streaming
 video market from its Video Metrix service. In January, nearly 123 million
 people in the U.S. (70 percent of the total U.S. Internet audience) viewed
 7.2 billion videos online. The average video streamer viewed 59 streams
 during the course of the month -- nearly two videos per day -- and viewed
 an average of 151 minutes of video online during the month, with the
 average viewing time per video registering 2.6 minutes.
     U.S. Streaming Video Market Overview*
     January 2007
     Source: comScore Video Metrix
                                                Total U.S. Internet Audience
     Unique Streamers & Downloaders (000)                            122,872
     Reach (% of Total U.S. Internet Audience)                          70.0%
     Streams& Downloads Initiated (MM)                                 7,239
     Streams Per Streamer                                               58.9
     Total Minutes (MM)                                               18,559
     Minutes Per Streamer                                              151.0
     Minutes Per Video Stream                                            2.6
     * Note: "Streams" (which includes both streaming and progressive download
       video) are attributed to the property that provides the stream,
       including embedded videos viewed on another site.
     Google Sites was the top streaming video property in January, as
 measured by total unique streamers (54.7 million) and total video streams
 initiated (1.167 billion). The lion's share of video streaming activity at
 the property occurred via YouTube.com, which accounted for 992 million
 video streams initiated.
     Weekdays from 5-8 P.M. Deliver Highest Relative Consumption of Online
 Video
     comScore also conducted an analysis of U.S. video consumption by
 daypart, which showed that people were relatively more likely to view video
 on weekdays than on the weekend. In fact, peak relative viewing occurred
 between the hours of 5:00-8:00 P.M. on weekdays, when video consumption was
 60 percent higher than average. Meanwhile, the highest relative video
 consumption on weekends occurred between the hours of 7:00-11:00 P.M., when
 streamers viewed 31 percent more video than average.
     "Marketers have a great opportunity to leverage Internet video in
 conjunction with their traditional TV buy and essentially double their
 'primetime' commercial airing hours," said Erin Hunter, executive vice
 president of comScore. "'Primetime' TV viewing occurs between 8:00 and
 11:00 P.M., while 'primetime' viewing of online video occurs during the
 preceding block of time -- between 5:00 and 8:00 P.M. on weekdays. Shrewd
 marketers will utilize a multi-channel strategy to capitalize on these
 adjacent 'primetime' blocks in order to maximize their marketing impact."
     Video Consumption Analysis by Daypart
     January 2007
     Source: comScore Video Metrix
                                        Daypart Hours   Daypart Share
                                        as a Percent      of Weekly
                                          of Total         Video       Daypart
     Daypart Time Segments                  Week         Consumption    Index*
     Weekday Total                               71.4%           74.7%     105
     Monday - Friday, 1:00 A.M. - 7:00 A.M.      17.9%            5.9%      33
     Monday - Friday, 7:00 A.M. - 10:00 A.M.      8.9%            6.9%      78
     Monday - Friday, 10:00 A.M. - 5:00 P.M.     20.8%           30.5%     146
     Monday - Friday, 5:00 P.M. - 8:00 P.M.       8.9%           14.3%     160
     Monday - Friday, 8:00 P.M. - 11:00 P.M.      8.9%           11.8%     132
     Monday - Friday, 11:00 P.M. - 1:00 A.M.      6.0%            5.4%      90
     Weekend Total                               28.6%           25.3%      88
     Saturday - Sunday, 1:00 A.M. - 8:00 A.M.     8.3%            2.8%      34
     Saturday - Sunday, 8:00 A.M. - 1:00 P.M.     6.0%            5.4%      91
     Saturday - Sunday, 1:00 P.M. - 7:00 P.M.     7.1%            8.5%     119
     Saturday - Sunday, 7:00P.M. - 11:00 P.M.     4.8%            6.2%     131
     Saturday - Sunday, 11:00P.M. - 1:00 A.M.     2.4%            2.3%      96
     *Daypart Index = (Daypart Share of Weekly Video Consumption / Daypart
      Hours as a percent of Total Week) x 100
     Note: comScore Video Metrix measures online video content served
 through all major formats, including: Flash, RealPlayer, Windows Media,
 QuickTime and DivX. The service, which is based on streaming activity among
 U.S. Internet users, does not include measurement of digital rights
 management (DRM) content (which is paid, encrypted content), online videos
 viewed through peer-to-peer (P2P) applications, or offline viewing of video
 content.
     For more information about comScore Video Metrix, please e-mail
 MediaSolutions@comscore.com or call (650) 244-5408.
     About comScore Media Metrix
     comScore Media Metrix, a product line of comScore, provides industry-
 leading Internet audience measurement services that report details of
 online media usage, visitor demographics and online buying power for the
 home, work and university audiences across local U.S. markets and across
 the globe. comScore Media Metrix continues the tradition of quality and
 innovation established by its Media Metrix syndicated Internet ratings --
 long recognized as a currency in online media measurement among financial
 analysts, advertising agencies, publishers and marketers -- while drawing
 upon comScore's advanced technologies to address important new industry
 requirements. The comScore Media Metrix syndicated ratings are based on
 industry-sanctioned sampling methodologies.
     About comScore
     comScore, Inc. is a global leader in measuring the digital age. This
 capability is based on a massive, global cross-section of more than 2
 million consumers who have given comScore permission to confidentially
 capture their browsing and transaction behavior, including online and
 offline purchasing. comScore panelists also participate in survey research
 that captures and integrates their attitudes and intentions. Through its
 proprietary technology, comScore measures what matters across a broad
 spectrum of behavior and attitudes. comScore consultants apply this deep
 knowledge of customers and competitors to help clients design powerful
 marketing strategies and tactics that deliver superior ROI. comScore
 services are used by global leaders such as AOL, Microsoft, Yahoo!,
 Verizon, Best Buy, The Newspaper Association of America, Tribune
 Interactive, ESPN, Fox Sports, Nestle, MBNA, Universal McCann, the United
 States Postal Service, Merck and Expedia. For more information, please
 visit http://www.comscore.com .
 
 

SOURCE comScore, Inc.