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april 13, 2010

comScore Releases February 2010 U.S. Online Video Rankings

Hulu Viewer Engagement Up 120 percent vs. Year Ago to 2.4 Hours of Video per Viewer in February

RESTON, VA, April 13, 2010 – comScore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today released February 2010 data from the comScore Video Metrix service showing that more than 174 million U.S. Internet users watched online video during the month. Video viewers at Hulu watched a record amount of video per person during the month at 2.4 hours per viewer.

Top 10 Video Content Properties by Videos Viewed

U.S. Internet users watched 28.1 billion videos in February, with Google Sites ranking as the top video property with 11.9 billion videos, representing 42.5 percent of all videos viewed online. YouTube.com accounted for more than 99 percent of all videos viewed at the property. Hulu ranked second with 912.5 million videos, or 3.2 percent of all online videos viewed. Microsoft Sites ranked third with 623 million (2.2 percent), followed by Yahoo! Sites with 455 million (1.6 percent) and Turner Network with 318 million (1.1 percent).

Top U.S. Online Video Content Properties* by Videos Viewed
February 2010
Total U.S. – Home/Work/University Locations
Source: comScore Video Metrix
Property Videos (000) Share of Videos (%)
Total Internet : Total Audience 28,123,542 100.0
Google Sites 11,950,024 42.5
Hulu 912,525 3.2
Microsoft Sites 622,569 2.2
Yahoo! Sites 454,761 1.6
Turner Network 317,623 1.1
Viacom Digital 305,155 1.1
Fox Interactive Media 290,181 1.0
CBS Interactive 289,303 1.0
AOL LLC 240,102 0.9
Megavideo.com 188,555 0.7

*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 174 million viewers watched an average of 161 videos per viewer during the month of February. Google Sites attracted 133.2 million unique viewers during the month (93.9 videos per viewer), followed by Yahoo! Sites with 53.5 million viewers (8.5 videos per viewer) and CBS Interactive with 45.3 million viewers (6.4 videos per viewer). The average Hulu viewer watched 23.3 videos during the month, representing another all-time high for the property.

Top U.S. Online Video Content Properties* by Unique Viewers
February 2010
Total U.S. – Home/Work/University Locations
Source: comScore Video Metrix
Property Unique Viewers (000) Average Videos per Viewer
Total Internet : Total Audience 174,227 161.4
Google Sites 133,245 93.9
Yahoo! Sites 53,523 8.5
CBS Interactive 45,298 6.4
Microsoft Sites 41,886 14.9
Fox Interactive Media 40,053 7.2
Hulu 39,213 23.3
Facebook.com 36,632 5.1
Viacom Digital 35,348 8.6
Turner Network 31,822 10.0
AOL LLC 28,986 8.3

*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 February, Tremor Media ranked as the top video ad network with a potential reach of 81.7 million viewers, or 46.9 percent of the total video viewing audience. YuMe Video Network ranked second with a potential reach of 75.5 million viewers (43.3 percent penetration) followed closely by Advertising.com Video Network with 74.8 million viewers (42.9 percent).

Top U.S. Online Video Ad Networks by Potential Reach of Unique Viewers
February 2010
Total U.S. – Home/Work/University Locations
Source: comScore Video Metrix
Property Unique Viewers (000) Viewer Penetration
Total Internet : Total Audience 174,227 100.0
Tremor Media - Potential Reach 81,745 46.9
YuMe Video Network - Potential Reach 75,516 43.3
Advertising.com Video Network - Potential Reach 74,828 42.9
BBE - Potential Reach 73,628 42.3
Break Media Network - Potential Reach 68,787 39.5
ScanScout Network - Potential Reach 66,604 38.2
BrightRoll Video Network - Potential Reach 61,313 35.2
SpotXchange Video Ad Network - Potential Reach 60,870 34.9
TidalTV - Potential Reach 46,880 26.9
Adconion Video Network - Potential Reach 45,517 26.1

Other notable findings from February 2010 include:

  • The top video ad networks in terms of their actual reach delivered were: Joost Video Network (by Adconion Media Group) with 38.3 percent penetration of online video viewers, BBE with 18.3 percent, and BrightRoll Video Network with 18.1 percent.
  • 83.1 percent of the total U.S. Internet audience viewed online video.
  • 132.4 million viewers watched 11.9 billion videos on YouTube.com (89.5 videos per viewer).
  • The average Hulu viewer watched 23.3 videos, totaling 2.4 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: Publieksmeting, , Rankings, , Video