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



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