Press Releases

April 29, 2010

comScore Releases March 2010 U.S. Online Video Rankings

YouTube Viewers Watched Average of 96 Videos per Viewer in March

RESTON, VA, April 29, 2010 – comScore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today released March 2010 data from the comScore Video Metrix service showing that more than 180 million U.S. Internet users watched online video during the month. YouTube delivered video to more than 135 million viewers during the month, reaching 3 out of every 4 online video viewers at an average of 96 videos per viewer.

Top 10 Video Content Properties by Videos Viewed

U.S. Internet users watched 31.2 billion videos in March, with Google Sites ranking as the top video property with 13.1 billion videos, representing 41.8 percent of all videos viewed online. YouTube accounted for the vast majority of videos viewed at the property. Hulu ranked second with 1.1 billion videos, or 3.4 percent of all online videos viewed. Microsoft Sites ranked third with 655 million (2.1 percent), followed by Yahoo! Sites with 478 million (1.5 percent) and CBS Interactive with 457 million (1.5 percent).

Top U.S. Online Video Content Properties* by Videos Viewed
March 2010
Total U.S. – Home/Work/University Locations
Source: comScore Video Metrix
Property Videos (000) Share of Videos (%)
Total Internet : Total Audience 31,241,101 100.0
Google Sites 13,056,042 41.8
Hulu 1,070,460 3.4
Microsoft Sites 655,068 2.1
Yahoo! Sites 477,887 1.5
CBS Interactive 457,261 1.5
Viacom Digital 370,179 1.2
Vevo 331,144 1.1
Turner Network 302,626 1.0
Fox Interactive Media 300,392 1.0
AOL LLC 280,328 0.9

*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 180 million viewers watched an average of 173 videos per viewer during the month of March. Google Sites attracted 136.0 million unique viewers during the month (96.0 videos per viewer), followed by Yahoo! Sites with 56.2 million viewers (8.5 videos per viewer) and CBS Interactive with 46.7 million viewers (9.8 videos per viewer).

Top U.S. Online Video Content Properties* by Unique Viewers
March 2010
Total U.S. – Home/Work/University Locations
Source: comScore Video Metrix
Property Unique Viewers (000) Average Videos per Viewer
Total Internet : Total Audience 180,241 173.3
Google Sites 136,002 96.0
Yahoo! Sites 56,245 8.5
CBS Interactive 46,747 9.8
Microsoft Sites 42,724 15.3
Fox Interactive Media 42,487 7.1
FACEBOOK.COM 40,639 5.5
Hulu 40,017 26.7
Vevo 37,527 8.8
Viacom Digital 37,524 9.9
AOL LLC 32,405 8.7

*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 March, Tremor Media ranked as the top video ad network with a potential reach of 96.5 million viewers, or 53.5 percent of the total video viewing audience. Adconion Video Network ranked second with a potential reach of 81.6 million viewers (45.2 percent penetration) followed by Advertising.com Video Network with 80.8 million viewers (44.8 percent).

Top U.S. Online Video Ad Networks by Potential Reach of Unique Viewers
March 2010
Total U.S. – Home/Work/University Locations
Source: comScore Video Metrix
Property Unique Viewers (000) Viewer Penetration
Total Internet : Total Audience 180,241 100.0
Tremor Media - Potential Reach 96,459 53.5
Adconion Video Network - Potential Reach 81,552 45.2
Advertising.com Video Network - Potential Reach 80,815 44.8
YuMe Video Network - Potential Reach 80,802 44.8
ScanScout Network - Potential Reach 79,924 44.3
BBE - Potential Reach 75,837 42.1
SpotXchange Video Ad Network - Potential Reach 69,392 38.5
TidalTV - Potential Reach 67,039 37.2
Break Media Network - Potential Reach 66,724 37.0
BrightRoll Video Network - Potential Reach 64,379 35.7

Other notable findings from March 2010 include:

  • The top video ad networks in terms of their actual reach delivered were: Joost Video Network (by Adconion Media Group) with 38.0 percent penetration of online video viewers, SpotXchange Video Ad Network with 19.9 percent, and BBE with 19.1 percent.
  • 84.8 percent of the total U.S. Internet audience viewed online video.
  • 135.3 million viewers watched 12.9 billion videos on YouTube.com (95.6 videos per viewer).
  • The average Hulu viewer watched 26.7 videos, totaling 2.6 hours of video per viewer.
  • The duration of the average online video was 4.3 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.

Contact:
Adam Lella
comScore, Inc.
+1 (312) 775-6474
press@comscore.com



 

Tags: Advertising, Audience Analytics, Rankings, , Video