U.S. Online Video Market Soars in July as Summer Vacation Drives Pickup in Entertainment and Leisure Activities Online

TV Viewers Turn to Internet for Fresh Content with Shows on Summer Hiatus; Hulu Reaches All-Time High with 457 Million Video Views

RESTON, VA, August 27, 2009 – Comscore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today released July 2009 data from the Comscore Video Metrix service, showing that 158 million U.S. Internet users watched online video during the month, the largest audience ever recorded. Online video reached another all-time high in July with a total of 21.4 billion videos viewed during the month.

Top 10 Video Content Properties by Videos Viewed

In July, Google Sites continued to rank as the top U.S. video property with a record 8.9 billion videos viewed, making up 42 percent of all videos viewed online. YouTube.com accounted for more than 99 percent of all videos viewed at the property. Viacom Digital ranked second with 812 million (3.8 percent) followed by Microsoft Sites with 631 million videos viewed (3.0 percent).

Top U.S. Online Video Content Properties* by Videos Viewed
July 2009
Total U.S. – Home/Work/University Locations
Source: Comscore Video Metrix
Property Videos (000) Share (%) of Videos
Total Internet 21,371,342 100.0
Google Sites 8,953,948 41.9
Viacom Digital 812,343 3.8
Microsoft Sites 630,631 3.0
Fox Interactive Media 558,500 2.6
Hulu 457,010 2.1
Turner Network 390,848 1.8
Yahoo! Sites 374,746 1.8
Disney Online 169,756 0.8
CBS Interactive 150,165 0.7
ABC Television 137,800 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 158 million viewers watched an average of 135 videos during the month of July. Google Sites surpassed its all time high with 121 million unique viewers during the month (74.1 videos per viewer), followed by Microsoft Sites with 65 million viewers (9.8 videos per viewer) and Fox Interactive Media with 52 million viewers (10.8 videos per viewer).

Top U.S. Online Video Content Properties* by Unique Viewers
July 2009
Total U.S. – Home/Work/University Locations
Source: Comscore Video Metrix
Property Unique Viewers (000) Average Videos per Viewer
Total Internet 158,384 134.9
Google Sites 120,852 74.1
Microsoft Sites 64,540 9.8
Fox Interactive Media 51,830 10.8
Yahoo! Sites 47,363 7.9
Viacom Digital 42,415 19.2
Hulu 38,132 12.0
Turner Network 35,676 11.0
CBS Interactive 30,736 4.9
AOL LLC 24,161 5.2
FACEBOOK.COM 20,517 4.0

*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 July, ScanScout Network ranked as the #1 video ad network with a potential reach of 80.1 million viewers, or 50.6 percent of the total viewing audience. Tremor Media ranked second with a potential reach of 71.1 million viewers (44.9 percent penetration) followed by YuMe Video Network with 68.1 million viewers (43.0 percent).

Top U.S. Online Video Ad Networks by Potential Unique Viewers
July 2009
Total U.S. – Home/Work/University Locations
Source: Comscore Video Metrix
Property Unique Viewers (000) Viewer Penetration
Total Internet : Total Audience 158,384 100.0
ScanScout Network - Potential Reach 80,134 50.6
Tremor Media - Potential Reach 71,170 44.9
YuMe Video Network - Potential Reach 68,163 43.0
Broadband Enterprises Video Network - Potential Reach 62,680 39.6
BrightRoll Video Network - Potential Reach 62,357 39.4
Advertising.com Video Network - Potential Reach 53,802 34.0
SpotXchange Video Ad Network - Potential Reach 47,428 29.9
Break Media Video Ad Network - Potential Reach 36,262 22.9
Nabbr - Potential Reach 19,918 12.6

Other notable findings from July 2009 include:

  • The top video ad networks in terms of their actual delivered reach were: Tremor Video Network (20.1 percent viewer penetration), Brightroll Video Network (17.4 percent), and BroadbandEnterprises.com (14.4 percent).
  • 81.0 percent of the total U.S. Internet audience viewed online video.
  • The average online video viewer watched 500 minutes of video, or 8.3 hours.
  • 120.3 million viewers watched 8.9 billion videos on YouTube.com (74.1 videos per viewer).
  • 48.2 million viewers watched 518.6 million videos on MySpace.com (10.8 videos per viewer).
  • The average Hulu viewer watched 12.0 videos, totaling 1 hour and 13 minutes of videos per viewer.
  • The duration of the average online video was 3.7 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