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Aprile 28, 2009

Hulu Continues Ascent in U.S. Online Video Market, Breaking Into Top 3 Properties by Videos Viewed for First Time in March

Average U.S. Viewer Watched 5.5 Hours of Online Video During the Month, According to comScore Video Metrix

RESTON, VA, April 28, 2009 – comScore (NASDAQ: SCOR), a leader in measuring the digital world, today released March 2009 data from the comScore Video Metrix service, showing that U.S. Internet users viewed 14.5 billion online videos during the month, representing an increase of 11 percent versus February.

Google Sites Accounts for 41 Percent of U.S. Online Video Market

In March, Google Sites once again ranked as the top U.S. video property with 5.9 billion videos viewed (40.9 percent online video market share), with YouTube.com accounting for more than 99 percent of all videos viewed at the property. Fox Interactive Media ranked second with 437 million videos (3.0 percent), followed by Hulu with 380 million (2.6 percent) and Yahoo! Sites with 335 million (2.3 percent). March represented the first time Hulu has cracked the top three in the ranking of videos viewed.

Top U.S. Online Video Properties* by Videos Viewed
March 2009
Total U.S. – Home/Work/University Locations
Source: comScore Video Metrix
Property Videos (000) Share (%) of Videos
Total Internet 14,468,345 100.0
Google Sites 5,919,530 40.9
Fox Interactive Media 437,098 3.0
Hulu 380,102 2.6
Yahoo! Sites 334,724 2.3
Microsoft Sites 288,239 2.0
Viacom Digital 277,753 1.9
CBS Interactive 191,686 1.3
Turner Network 167,323 1.2
Disney Online 125,248 0.9
AOL LLC 105,237 0.7

*Rankings based on video content sites; excludes video server networks. Online video includes both streaming and progressive download video.

Google Sites Eclipses 100 Million Viewer Threshold Once Again

Nearly 150 million U.S. Internet users watched an average of 97 videos per viewer in March. Google Sites eclipsed the 100 million online video viewer threshold once again, after first achieving the milestone in December 2008. Fox Interactive ranked second with 55.2 million viewers, followed by Yahoo! Sites (42.5 million) and Hulu (41.6 million).

Top U.S. Online Video Properties* by Unique Viewers
March 2009
Total U.S. – Home/Work/University Locations
Source: comScore Video Metrix
Property Unique Viewers (000) Average Videos per Viewer
Total Internet 149,410 96.8
Google Sites 100,382 59.0
Fox Interactive Media 55,156 7.9
Yahoo! Sites 42,524 7.9
Hulu 41,564 9.1
CBS Interactive 35,400 5.4
Microsoft Sites 32,194 9.0
Viacom Digital 27,168 10.2
AOL LLC 22,349 4.7
Turner Network 19,644 8.5
Disney Online 12,965 9.7

*Rankings based on video content sites; excludes video server networks. Online video includes both streaming and progressive download video.

Other notable findings from March 2009 include:

  • 77.8 percent of the total U.S. Internet audience viewed online video.
  • The average online video viewer watched 327 minutes of video, or nearly 5.5 hours.
  • 99.7 million viewers watched 5.9 billion videos on YouTube.com (59.1 videos per viewer).
  • 47.4 million viewers watched 349 million videos on MySpace.com (7.4 videos per viewer).
  • Hulu accounted for 2.6 percent of videos viewed, but 4.9 percent of all minutes spent watching online video.
  • The duration of the average online video was 3.4 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