Press Releases

May 18, 2011

comScore Releases April 2011 U.S. Online Video Rankings

VEVO Content Viewing Reaches Record Heights

RESTON, VA, May 18, 2011 – comScore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today released data from the comScore Video Metrix service showing that 172 million U.S. Internet users watched online video content in April for an average of 14.9 hours per viewer. The total U.S. Internet audience engaged in more than 5.1 billion viewing sessions during the course of the month.

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 April with 142.7 million unique viewers, followed by VEVO with 55.2 million viewers and Yahoo! Sites with 53.2 million viewers. Facebook.com came in fourth with 46.7 million viewers, while Microsoft Sites ranked fifth with 46.5 million viewers. Google Sites had the highest number of viewing sessions with more than 1.9 billion, and highest time spent per viewer at 286 minutes, or 4.8 hours. VEVO’s viewership reached record levels in April, crossing the 300 million viewing sessions mark and averaging 1.7 hours per viewer.

Top U.S. Online Video Properties by Video Content Views
Ranked by Unique Video Viewers
April 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 172,064 5,150,776 896.9
Google Sites 142,720 1,969,957 286.1
VEVO 55,151 309,016 99.2
Yahoo! Sites 53,197 235,408 37.5
Facebook.com 46,695 175,777 19.6
Microsoft Sites 46,547 238,761 40.8
Viacom Digital 42,590 307,229 80.4
AOL, Inc. 40,112 200,678 42.3
NBC Universal 38,710 82,873 13.6
Turner Digital 29,454 101,298 33.0
Hulu 26,193 155,168 206.0

Top 10 Video Ad Properties by Video Ads Viewed

Americans viewed 3.8 billion video ads in April, with Hulu generating the highest number of video ad impressions at more than 1.1 billion. Tremor Media Video Network ranked second overall (and highest among video ad networks) with 603.2 million ad views, followed by Adap.tv (601 million) and BrightRoll Video Network (460 million). Time spent watching videos ads neared 1.7 billion minutes during the month, with Hulu delivering the highest duration of video ads at 470 million minutes. Video ads reached 42 percent of the total U.S. population an average of 30 times during the month. Hulu also delivered the highest frequency of video ads to its viewers with an average of 45 over the course of the month.

Top U.S. Online Video Properties by Video Ads* Viewed
Ranked by Video Ads Viewed
April 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 3,839,196 1,677 30.3 42.0%
Hulu 1,139,053 470 45.0 8.4%
Tremor Media Video Network** 603,230 342 10.2 19.6%
ADAP.TV** 600,512 349 11.1 18.0%
BrightRoll Video Network** 459,777 279 6.9 22.0%
Viacom Digital 303,243 129 13.4 7.5%
SpotXchange Video Ad Network** 258,429 156 8.4 10.2%
Microsoft Sites 238,031 124 9.1 8.6%
Undertone** 218,903 114 9.0 8.0%
CBS Interactive 214,550 66 10.5 6.8%
Crosspoint Media** 173,557 56 7.5 7.6%

*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

Other notable findings from April 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 40.1 percent and Break Media at 39.1 percent.
  • 81.9 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 11.6 percent of all videos viewed and 1.1 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.

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



 

Tags: Audience Analytics, , Rankings, , Video, Web Traffic