Press Releases

October 30, 2009

TV Season Premieres Spur Continued Gains in Online Video Viewing as September Attracts Record Viewership

YouTube and Hulu Record All-Time Highs in Video Views during the Month

RESTON, VA, October 30, 2009 – comScore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today released September 2009 data from the comScore Video Metrix service, showing that more than 168 million U.S. Internet users watched online video during the month. Online video viewing continued to reach record levels in September with nearly 26 billion videos viewed during the month, as Google Sites accounted for more than 40 percent of videos viewed online by Americans.

Top 10 Video Content Properties by Videos Viewed

Google Sites continued to rank as the top U.S. video property in September as it delivered nearly 10.5 billion videos viewed, or 40 percent of all videos viewed online. YouTube.com accounted for 99 percent of all videos viewed at the Google Sites property. Hulu ranked second with 583 million (2.2 percent) followed by Fox Interactive Media with 547 million videos viewed (2.1 percent) and Viacom Digital with 513 million (2.0 percent).

Top U.S. Online Video Content Properties* by Videos Viewed September 2009
Total U.S. – Home/Work/University Locations
Source: comScore Video Metrix
Property Videos (000) Share (%) of Videos
Total Internet : Total Audience 25,979,089 100.0
Google Sites 10,436,413 40.2
Hulu 583,213 2.2
Fox Interactive Media 546,531 2.1
Viacom Digital 513,173 2.0
Yahoo! Sites 428,891 1.7
Microsoft Sites 420,023 1.6
Turner Network 353,408 1.4
CBS Interactive 214,326 0.8
AOL LLC 200,709 0.8
ESPN 166,866 0.6

*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 168 million viewers watched an average of 154 videos per viewer during the month of September. Google Sites attracted more than 126 million unique viewers during the month (82.7 videos per viewer), followed by Fox Interactive Media with 58 million viewers (9.4 videos per viewer) and Yahoo! Sites with 57 million viewers (7.5 videos per viewer).

Top U.S. Online Video Content Properties* by Unique Viewers
September 2009
Total U.S. – Home/Work/University Locations
Source: comScore Video Metrix
Property Unique Viewers (000) Average Videos per Viewer
Total Internet : Total Audience 168,234 154.4
Google Sites 126,159 82.7
Fox Interactive Media 58,054 9.4
Yahoo! Sites 57,345 7.5
CBS Interactive 41,858 5.1
Viacom Digital 41,808 12.3
Microsoft Sites 39,381 10.7
Hulu 38,705 15.1
Facebook.com 31,180 4.5
NBC Universal 28,533 4.2
Turner Network 28,397 12.4

*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 September, Tremor Media ranked as the #1 video ad network with a potential reach of 73 million viewers, or 43.3 percent of the total viewing audience. YuMe Video Network ranked second with a potential reach of 66 million viewers (39.4 percent penetration) followed by Broadband Enterprises (BBE) with 63 million viewers (37.5 percent).

Top U.S. Online Video Ad Networks by Potential Unique Viewers
September 2009
Total U.S. – Home/Work/University Locations
Source: comScore Video Metrix
Property Unique Viewers (000) Viewer Penetration
Total Internet : Total Audience 168,234 100.0%
Tremor Media - Potential Reach 72,882 43.3%
YuMe Video Network - Potential Reach 66,240 39.4%
BBE - Potential Reach 63,161 37.5%
Advertising.com Video Network - Potential Reach 56,968 33.9%
SpotXchange Video Ad Network - Potential Reach 55,726 33.1%
ScanScout Network - Potential Reach 54,907 32.6%
BrightRoll Video Network - Potential Reach 51,441 30.6%
Break Media Video Ad Network - Potential Reach 47,804 28.4%
TidalTV - Potential Reach 40,108 23.8%
Digital Broadcasting Group (DBG) - Potential Reach 26,921 16.0%

Other notable findings from September 2009 include:

  • The top video ad networks in terms of their actual delivered reach were: Tremor Media Video Network (19.9 percent penetration of online video viewers), BBE (16.3 percent penetration) and BrightRoll Video Network (14.9 percent penetration).
  • 84.8 percent of the total U.S. Internet audience viewed online video.
  • The average online video viewer watched 9.8 hours of video.
  • 125.5 million viewers watched nearly 10.3 billion videos on YouTube.com (82.4 videos per viewer).
  • 45.6 million viewers watched 424 million videos on MySpace.com (9.3 videos per viewer).
  • The average Hulu viewer watched 15.1 videos, totaling 1 hour and 32 minutes of videos per viewer.
  • The duration of the average online video was 3.8 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:
Andrew Lipsman
comScore, Inc.
+1 312 775 6510
press@comscore.com