U.S. Online Video Market Continues Ascent as Americans Watch 33 Billion Videos in December

Hulu Surpasses 1 Billion Monthly Video Streams for First Time

RESTON, VA, February 5, 2010 – Comscore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today released December 2009 data from the Comscore Video Metrix service, showing that nearly 178 million U.S. Internet users watched online video during the month. Online video viewing continued to reach record levels in December, with 33.2 billion videos viewed during the month.

Top 10 Video Content Properties by Videos Viewed

Google Sites continued to rank as the top U.S. video property in December, delivering 13.2 billion videos, with YouTube.com accounting for nearly 99 percent of all videos viewed at the property. Hulu ranked second with more than 1 billion videos viewed, an all-time high for the property, and representing 3.0 percent market share. Microsoft Sites ranked third with 561 million (1.7 percent), followed by Fox Interactive Media with 551 million (1.7 percent) and Yahoo! Sites with 539 million (1.6 percent).

Top U.S. Online Video Content Properties* by Videos Viewed
December 2009
Total U.S. – Home/Work/University Locations
Source: Comscore Video Metrix
Property Videos (000) Share (%) of Videos
Total Internet : Total Audience 33,242,835 100.0
Google Sites 13,242,487 39.8
Hulu 1,013,494 3.0
Microsoft Sites 561,052 1.7
Fox Interactive Media 550,505 1.7
Yahoo! Sites 539,416 1.6
Viacom Digital 372,641 1.1
Turner Network 366,987 1.1
CBS Interactive 297,298 0.9
Megavideo.com 210,294 0.6
AOL LLC 209,957 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

Nearly 178 million viewers watched an average of 187 videos per viewer during the month of December. Google Sites attracted 135.8 million unique viewers during the month (97.5 videos per viewer), followed by Yahoo! Sites with 59.8 million viewers (9.0 videos per viewer) and Fox Interactive Media with 56.8 million viewers (9.7 videos per viewer). The average Hulu viewer watched 22.9 videos during the month, representing another all-time high for the property.

Top U.S. Online Video Content Properties* by Unique Viewers
December 2009
Total U.S. – Home/Work/University Locations
Source: Comscore Video Metrix
Property Unique Viewers (000) Average Videos per Viewer
Total Internet : Total Audience 177,851 186.9
Google Sites 135,830 97.5
Yahoo! Sites 59,842 9.0
Fox Interactive Media 56,781 9.7
CBS Interactive 47,918 6.2
Microsoft Sites 44,579 12.6
Hulu 44,189 22.9
Viacom Digital 39,592 9.4
Facebook.com 32,754 5.0
Turner Network 30,586 12.0
5min.com 30,530 2.5

*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 December, Tremor Media ranked as the top video ad network with a potential reach of 103.7 million viewers, or 58.3 percent of the total viewing audience. Advertising.com Video Network ranked second with 83.6 million viewers (47.0 percent), followed by SpotXchange Video Ad Network with 81.3 million viewers (45.7 percent)

Top U.S. Online Video Ad Networks by Potential Reach of Unique Viewers
December 2009
Total U.S. – Home/Work/University Locations
Source: Comscore Video Metrix
Property Unique Viewers (000) Viewer Penetration
Total Internet : Total Audience 177,851 100.0
Tremor Media - Potential Reach 103,672 58.3
Advertising.com Video Network - Potential Reach 83,619 47.0
SpotXchange Video Ad Network - Potential Reach 81,290 45.7
YuMe Video Network - Potential Reach 76,356 42.9
ScanScout Network - Potential Reach 70,976 39.9
BBE - Potential Reach 67,111 37.7
Break Media Video Ad Network - Potential Reach 61,269 34.4
BrightRoll Video Network - Potential Reach 55,227 31.1
Adconion Video Network - Potential Reach 55,027 30.9
TidalTV - Potential Reach 46,563 26.2

Other notable findings from December 2009 include:

  • The top video ad networks in terms of their actual reach delivered were: Tremor Media Video Network with 30.5 percent penetration of online video viewers, BrightRoll Video Network with 21.7 percent, and BBE with 21.2 percent.
  • Jambo Media, an online video solutions company, delivered videos to 39.4 million unique viewers, representing a reach comparable to that of video content providers in the top ten.
  • 86.5 percent of the total U.S. Internet audience viewed online video.
  • 134.4 million viewers watched more than 13 billion videos on YouTube.com (97.1 videos per viewer).
  • 44.9 million viewers watched 423.3 million videos on MySpace Sites (9.4 videos per viewer).
  • The average Hulu viewer watched 22.9 videos, totaling 2.2 hours of videos per viewer.
  • The duration of the average online video was 4.1 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