comScore Releases May 2011 U.S. Online Video Rankings

Average YouTube Viewer Watched More Than 5 Hours of Video

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Jun 17, 2011, 10:38 ET

RESTON, Va., June 17, 2011 /PRNewswire/ -- comScore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today released data from the comScore Video Metrix service showing that 176 million U.S. Internet users watched online video content in May for an average of 15.9 hours per viewer. The total U.S. Internet audience engaged in more than 5.6 billion viewing sessions during the course of the month.

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Top 10 Video Content Properties by Unique Viewers

Google Sites, driven primarily by video viewing at YouTube.com, ranked as the top online video content property in May with 147.2 million unique viewers, followed by VEVO with 60.4 million viewers and Yahoo! Sites with 55.5 million viewers. Facebook.com came in fourth with 48.2 million viewers, while Viacom Digital ranked fifth with 46.5 million viewers. Google Sites had the highest number of viewing sessions with more than 2.1 billion, and highest time spent per viewer at 311 minutes, crossing the 5-hour mark for the first time.


Top U.S. Online Video Properties by Video Content Views Ranked by Unique Video Viewers May 2011 Total U.S. – Home/Work/University Locations Source: comScore Video Metrix
Property	Total Unique Viewers (000)	Viewing Sessions (000)	Minutes per Viewer
Total Internet : Total Audience	176,337	5,662,369	951.3
Google Sites	147,158	2,173,422	311.2
VEVO	60,369	360,205	105.1
Yahoo! Sites	55,482	272,255	39.1
Facebook.com	48,189	176,076	19.3
Viacom Digital	46,535	241,026	74.2
Microsoft Sites	46,502	251,799	42.8
AOL, Inc.	42,271	246,592	45.7
Turner Digital	35,185	126,760	36.3
NBC Universal	30,622	67,251	21.1
Hulu	28,543	195,897	217.8

Top 10 Video Ad Properties by Video Ads Viewed

Americans viewed 4.6 billion video ads in May, with Hulu generating the highest number of video ad impressions at more than 1.3 billion. Tremor Media Video Network ranked second overall (and highest among video ad networks) with 700.8 million ad views, followed by Adap.tv (642 million) and BrightRoll Video Network (565 million). Time spent watching videos ads totaled more than 2.0 billion minutes during the month, with Hulu delivering the highest duration of video ads at 560 million minutes. Video ads reached 45 percent of the total U.S. population an average of 34 times during the month. Hulu also delivered the highest frequency of video ads to its viewers with an average of 48 over the course of the month.


*Top U.S. Online Video Properties by Video Ads Viewed Ranked by Video Ads Viewed May 2011 Total U.S. – Home/Work/University Locations Source: comScore Video Metrix**
Property	Video Ads (000)	Total Ad Minutes (MM)	Frequency (Ads per Viewer)	% Reach Total U.S. Population
Total Internet : Total Audience	4,608,833	2,052	33.7	45.4%
Hulu	1,319,995	560	47.6	9.2%
Tremor Media Video Network**	700,769	410	10.8	21.4%
Adap.tv+	641,632	375	10.9	19.5%
BrightRoll Video Network**	564,938	338	7.1	26.4%
Undertone**	291,185	158	10.8	8.9%
Microsoft Sites	268,425	142	9.8	9.0%
Viacom Digital	265,765	123	11.7	7.6%
CBS Interactive	258,840	92	11.3	7.6%
SpotXchange Video Ad Network**	257,796	158	7.7	11.2%
ABC Television	181,695	72	22.7	2.7%

*Video ads include streaming-video advertising only and do not include other types of video monetization, such as overlays, branded players, matching banner ads, homepage ads, etc.
**Indicates video ad network
+Indicates video ad exchange

Other notable findings from May 2011 include:

The top video ad networks in terms of their potential reach of the total U.S. population were: Tremor Media at 47.1 percent, BrightRoll Video Network at 42.1 percent and Break Media at 40.4 percent.
83.3 percent of the U.S. Internet audience viewed online video.
The duration of the average online content video was 5.2 minutes, while the average online video ad was 0.4 minutes.
Video ads accounted for 12.6 percent of all videos viewed and 1.2 percent of all minutes spent viewing video online.

About comScore

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

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SOURCE comScore, Inc.