‘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 Accord ing to comScore Video Metrix
RESTON, VA, March 21, 2007 – 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*|
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|
Source: comScore Video Metrix
|Daypart Time Segments||Daypart Hours as a Percent of Total Week||Daypart Share of Weekly Video Consumption||Daypart Index*|
|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|
|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.
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, Nestlé, MBNA, Universal McCann, the United States Postal Service, Merck and Expedia. For more information, please visit www.comscore.com.
Vice President, Industry Analysis
+1 312 775 6510