Hulu Delivers Record 856 Million U.S. Video Views in October During Height of Fall TV Season

TV Content Prevalent Among Ranking of Top 10 Video Properties

RESTON, VA, November 25, 2009 – Comscore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today released October 2009 data from the Comscore Video Metrix service, showing that more than 167 million U.S. Internet users watched online video during the month. Online video viewing continued to reach record levels in October with nearly 28 billion videos viewed during the month, as Google Sites accounted for 38 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 October as it delivered 10.5 billion videos viewed. YouTube.com accounted for nearly 99 percent of all videos viewed at the Google Sites property. Hulu ranked second with 856 million videos viewed (3.1 percent) followed by Microsoft Sites with 451 million (1.6 percent) and Fox Interactive Media with 446 million (1.6 percent).

Top U.S. Online Video Content Properties* by Videos Viewed
October 2009
Total U.S. – Home/Work/University Locations
Source: Comscore Video Metrix
Property Videos (000) Share (%) of Videos
Total Internet : Total Audience 27,942,066 100.0
Google Sites 10,524,187 37.7
Hulu 855,559 3.1
Microsoft Sites 450,957 1.6
Fox Interactive Media 446,396 1.6
Viacom Digital 407,205 1.5
Yahoo! Sites 338,035 1.2
Turner Network 288,070 1.0
CBS Interactive 255,124 0.9
Facebook.com 245,422 0.9
ABC Television 203,512 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 167 million viewers watched an average of 167 videos per viewer during the month of October. Google Sites attracted 126 million unique viewers during the month (83.5 videos per viewer), followed by Fox Interactive Media with more than 53 million viewers (8.4 videos per viewer) and Yahoo! Sites with 50 million viewers (6.8 videos per viewer). The average Hulu viewer watched 20.1 videos during the month, representing another all-time high for the property.

Top U.S. Online Video Content Properties* by Unique Viewers
October 2009
Total U.S. – Home/Work/University Locations
Source: Comscore Video Metrix
Property Unique Viewers (000) Average Videos per Viewer
Total Internet : Total Audience 167,231 167.1
Google Sites 126,103 83.5
Fox Interactive Media 53,410 8.4
Yahoo! Sites 50,061 6.8
CBS Interactive 43,658 5.8
Hulu 42,464 20.1
Facebook.com 41,155 6.0
Microsoft Sites 40,692 11.1
Viacom Digital 39,509 10.3
NBC Universal 29,876 6.4
AOL LLC 25,936 6.5

*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 October, Tremor Media ranked as the #1 video ad network with a potential reach of 75 million viewers, or 45.0 percent of the total viewing audience. YuMe Video Network ranked second with a potential reach of 68 million viewers (40.4 percent penetration) followed by Broadband Enterprises (BBE) with 67 million viewers (40.0 percent).

Top U.S. Online Video Ad Networks by Potential Unique Viewers
October 2009
Total U.S. – Home/Work/University Locations
Source: Comscore Video Metrix
Property Unique Viewers (000) Viewer Penetration
Total Internet : Total Audience 167,231 100.0
Tremor Media - Potential Reach 75,201 45.0
YuMe Video Network - Potential Reach 67,527 40.4
BBE - Potential Reach 66,924 40.0
SpotXchange Video Ad Network - Potential Reach 59,450 35.5
BrightRoll Video Network - Potential Reach 53,499 32.0
Break Media Video Ad Network - Potential Reach 51,323 30.7
Advertising.com Video Network - Potential Reach 49,272 29.5
ScanScout Network - Potential Reach 48,710 29.1
TidalTV - Potential Reach 37,380 22.4
Digital Broadcasting Group (DBG) - Potential Reach 26,098 15.6

Other notable findings from October 2009 include:

  • The top video ad networks in terms of their actual delivered reach were: BrightRoll Video Network with 16.5 percent penetration of online video viewers, Tremor Media Video Network with 15.5 percent, and BBE with 13.6 percent.
  • 84.4 percent of the total U.S. Internet audience viewed online video.
  • The average online video viewer watched 10.8 hours of video.
  • 125.3 million viewers watched nearly 10.4 billion videos on YouTube.com (83.1 videos per viewer).
  • 41.1 million viewers watched 313.5 million videos on MySpace.com (7.6 videos per viewer).
  • The average Hulu viewer watched 20.1 videos, totaling 2 hours of videos per viewer.
  • The duration of the average online video was 3.9 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.

Press
Bill Daddi
Daddi Brand Communications
646-370-1341
press@comscore.com