comScore Releases April 2010 U.S. Online Video Rankings

Vevo Scales Rankings in Online Video Market, Attracting 1 out of 4 Viewers in April

Jun 01, 2010, 13:55 ET from comScore, Inc.

RESTON, Va., June 1 /PRNewswire-FirstCall/ -- comScore, Inc. (Nasdaq: SCOR), a leader in measuring the digital world, today released April 2010 data from the comScore Video Metrix service showing that 178 million U.S. Internet users watched online video during the month. Recently launched in December 2009, Vevo (which includes viewing from the Vevo channel on YouTube) attracted 43.6 million viewers in April, representing a quarter of the U.S. online video audience.

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Top 10 Video Content Properties by Videos Viewed

U.S. Internet users watched 30.3 billion videos in April, with Google Sites ranking as the top video property with 13.1 billion videos, representing 43.2 percent of all videos viewed online. YouTube accounted for the vast majority of videos viewed at the property. Hulu ranked second with 958 million videos, or 3.2 percent of all online videos viewed. Microsoft Sites ranked third with 644 million (2.1 percent), followed by Viacom Digital with 384 million (1.3 percent) and Yahoo! Sites with 371 million (1.2 percent).  

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

April 2010

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

Source: comScore Video Metrix

Property

Videos (000)

Share of Videos (%)

Total Internet : Total Audience

30,317,131

100.0

Google Sites

13,087,462

43.2

Hulu

958,176

3.2

Microsoft Sites

643,711

2.1

Viacom Digital

383,776

1.3

Yahoo! Sites

370,947

1.2

Vevo

331,730

1.1

Fox Interactive Media

320,372

1.1

CBS Interactive

316,930

1.0

Turner Network

304,729

1.0

AOL LLC

237,356

0.8

*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

Nearly 178 million viewers watched an average of 171 videos per viewer during the month of April. Google Sites attracted 136.3 million unique viewers during the month (96.0 videos per viewer), followed by Yahoo! Sites with 49.5 million viewers (7.5 videos per viewer), and Fox Interactive Media with 43.8 million viewers (7.3 videos per viewer). Vevo jumped 4 positions in the April ranking taking the #4 spot with 43.6 million viewers, an average of 7.6 videos per viewer.

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

April 2010

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

Source: comScore Video Metrix

Property

Unique Viewers (000)

Average Videos per Viewer

Total Internet : Total Audience

177,840

170.5

Google Sites

136,279

96.0

Yahoo! Sites

49,496

7.5

Fox Interactive Media

43,762

7.3

Vevo

43,588

7.6

FACEBOOK.COM

41,335

5.6

Microsoft Sites

40,161

16.0

CBS Interactive

39,268

8.1

Hulu

38,714

24.7

Viacom Digital

38,455

10.0

Turner Network

32,591

9.4

*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 April, Tremor Media ranked as the top video ad network with a potential reach of 92.6 million viewers, or 52.1 percent of the total video viewing audience. ScanScout Network ranked second with a potential reach of 80.7 million viewers (45.4 percent penetration) followed by Advertising.com Video Network with 78.4 million viewers (44.1 percent).

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

April 2010

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

Source: comScore Video Metrix

Property

Unique Viewers (000)

Viewer Penetration

Total Internet : Total Audience

177,840

100.0

Tremor Media - Potential Reach

92,601

52.1

ScanScout Network - Potential Reach

80,723

45.4

Advertising.com Video Network - Potential Reach

78,390

44.1

YuMe Video Network - Potential Reach

76,762

43.2

BBE - Potential Reach

69,770

39.2

Adconion Video Network - Potential Reach

67,688

38.1

Break Media Network - Potential Reach

67,391

37.9

SpotXchange Video Ad Network - Potential Reach

67,310

37.8

TidalTV - Potential Reach

65,698

36.9

BrightRoll Video Network - Potential Reach

59,229

33.3

Other notable findings from April 2010 include:

  • The top video ad networks in terms of their actual reach delivered were: Joost Video Network (by Adconion Media Group) with 36.6 percent penetration of online video viewers, BrightRoll Video Network with 19.5 percent, and BBE with 18.5 percent.
  • 83.5 percent of the total U.S. Internet audience viewed online video.
  • 135.7 million viewers watched 13.0 billion videos on YouTube.com (96.0 videos per viewer).
  • The average Hulu viewer watched 24.7 videos, totaling 2.5 hours of video per viewer.
  • The duration of the average online video was 4.4 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.

SOURCE comScore, Inc.



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