Press Releases

January 5, 2010

November Sees Number of U.S. Videos Viewed Online Surpass 30 Billion for First Time on Record

Hulu Extends All-Time High to 924 Million Videos Viewed

RESTON, VA, January 5, 2010 – comScore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today released November 2009 data from the comScore Video Metrix service, showing that more than 170 million U.S. Internet users watched online video during the month. Online video viewing continued to reach record levels in November with nearly 31 billion videos viewed during the month, and Google Sites accounting for 39 percent of all videos viewed online in the U.S.

Top 10 Video Content Properties by Videos Viewed

Google Sites continued to rank as the top U.S. video property in November as it delivered 12.2 billion videos viewed with YouTube.com accounting for nearly 99 percent of all videos viewed at the property. Hulu ranked second with 924 million videos viewed (3.0 percent) followed by Viacom Digital with 500 million (1.6 percent) and Microsoft Sites with 480 million (1.5 percent).

Top U.S. Online Video Content Properties* by Videos Viewed
November 2009
Total U.S. – Home/Work/University Locations
Source: comScore Video Metrix
Property Videos (000) Share (%) of Video
Total Internet : Total Audience 30,986,670 100.0%
Google Sites 12,215,994 39.4%
Hulu 923,805 3.0%
Viacom Digital 499,497 1.6%
Microsoft Sites 479,638 1.5%
Yahoo! Sites 470,804 1.5%
Fox Interactive Media 446,460 1.4%
Turner Network 336,952 1.1%
CBS Interactive 287,588 0.9%
AOL LLC 227,797 0.7%
MEGAVIDEO.COM 201,199 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 170 million viewers watched an average of 182 videos per viewer during the month of November. Google Sites attracted 129 million unique viewers during the month (94.7 videos per viewer), followed by Yahoo! Sites with more than 55 million viewers (8.5 videos per viewer) and Fox Interactive Media with 50 million viewers (8.9 videos per viewer). The average Hulu viewer watched 21.1 videos during the month, representing another all-time high for the property.

Top U.S. Online Video Content Properties* by Unique Viewers
November 2009
Total U.S. – Home/Work/University Locations
Source: comScore Video Metrix
Property Unique Viewers (000) Average Videos per Viewer
Total Internet : Total Audience 170,647 181.6
Google Sites 129,037 94.7
Yahoo! Sites 55,145 8.5
Fox Interactive Media 49,981 8.9
CBS Interactive 47,460 6.1
Hulu 43,738 21.1
Microsoft Sites 43,280 11.1
Viacom Digital 42,572 11.7
FACEBOOK.COM 31,107 5.1
AOL LLC 30,992 7.4
Amazon Sites 27,169 2.6

*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 November, Tremor Media ranked as the #1 video ad network with a potential reach of 85 million viewers, or 49.8 percent of the total viewing audience. Advertising.com Video Network ranked second with a potential reach of 80 million viewers (47.1 percent penetration) followed by YuMe Video Network with 73 million viewers (43.0 percent).

Top U.S. Online Video Ad Networks by Potential Reach of Unique Viewers
November 2009
Total U.S. – Home/Work/University Locations
Source: comScore Video Metrix
Property Unique Viewers (000) Viewer Penetration
Total Internet : Total Audience 170,647 100.0%
Tremor Media - Potential Reach 84,977 49.8%
Advertising.com Video Network - Potential Reach 80,403 47.1%
YuMe Video Network - Potential Reach 73,419 43.0%
ScanScout Network - Potential Reach 68,246 40.0%
SpotXchange Video Ad Network - Potential Reach 66,090 38.7%
Break Media Video Ad Network - Potential Reach 56,731 33.2%
BBE - Potential Reach 55,562 32.6%
BrightRoll Video Network - Potential Reach 49,754 29.2%
TidalTV - Potential Reach 39,944 23.4%
Digital Broadcasting Group (DBG) - Potential Reach 26,283 15.4%

Other notable findings from November 2009 include:

  • The top video ad networks in terms of their actual reach delivered were: Tremor Media Video Network with 20.0 percent penetration of online video viewers, BBE with 17.5 percent, and BrightRoll Video Network with 16.6 percent.
  • 84.8 percent of the total U.S. Internet audience viewed online video.
  • The average online video viewer watched 12.2 hours of video.
  • 128.1 million viewers watched more than 12 billion videos on YouTube.com (94.3 videos per viewer).
  • 38.6 million viewers watched 333.4 million videos on MySpace.com (8.6 videos per viewer).
  • The average Hulu viewer watched 21.1 videos, totaling 2.1 hours of videos per viewer.
  • The duration of the average online video was 4.0 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