Comscore Releases January 2010 U.S. Online Video Rankings

Average YouTube Viewer Watched More than 93 Videos in January, up 50 Percent vs. Year Ago

RESTON, VA, March 8, 2010 – Comscore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today released January 2010 data from the Comscore Video Metrix service showing that nearly 173 million U.S. Internet users watched online video during the month. Video viewers at YouTube.com watched 93 videos on average during the month, representing an increase of 50 percent versus year ago.

Top 10 Video Content Properties by Videos Viewed

U.S. Internet users watched 32.4 billion videos in January with Google Sites ranking as the top U.S. video property with 12.8 billion videos. YouTube.com accounted for nearly 99 percent of all videos viewed at the property. Hulu ranked second with 903.1 million videos, or 2.8 percent of all online videos viewed. Microsoft Sites ranked third with 491.8 million (1.5 percent), followed by Yahoo! Sites with 435.5 million (1.3 percent) and Viacom Digital with 361.2 million (1.1 percent).

Top U.S. Online Video Content Properties* by Videos Viewed
January 2010
Total U.S. – Home/Work/University Locations
Source: Comscore Video Metrix
Property Videos (000) Share of Videos (%)
Total Internet : Total Audience 32,410,886 100.0
Google Sites 12,816,043 39.5
Hulu 903,078 2.8
Microsoft Sites 491,753 1.5
Yahoo! Sites 435,487 1.3
Viacom Digital 361,228 1.1
Fox Interactive Media 293,008 0.9
Turner Network 283,244 0.9
AOL LLC 241,991 0.7
Vevo 226,125 0.7
CBS Interactive 217,407 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 173 million viewers watched an average of 187 videos per viewer during the month of January. Google Sites attracted 136.5 million unique viewers during the month (93.9 videos per viewer), followed by Yahoo! Sites with 51.5 million viewers (8.5 videos per viewer) and CBS Interactive with 41.2 million viewers, (5.3 videos per viewer). The average Hulu viewer watched 23.5 videos during the month, representing an all-time high for the property.

Top U.S. Online Video Content Properties* by Unique Viewers
January 2010
Total U.S. – Home/Work/University Locations
Source: Comscore Video Metrix
Property Unique Viewers (000) Average Videos per Viewer
Total Internet : Total Audience 173,361 187.0
Google Sites 136,469 93.9
Yahoo! Sites 51,464 8.5
CBS Interactive 41,210 5.3
Fox Interactive Media 40,457 7.2
Hulu 38,445 23.5
Viacom Digital 38,009 9.5
Microsoft Sites 36,109 13.6
FACEBOOK.COM 34,214 5.2
Vevo 32,357 7.0
AOL LLC 30,809 7.9

*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 January, Tremor Media ranked as the top video ad network with a potential reach of 86 million viewers, or 49.6 percent of the total viewing audience. BBE ranked second with a potential reach of 78.3 million viewers (45.2 percent penetration) closely followed by Advertising.com Video Network with 77.9 million viewers (45.0 percent).

Top U.S. Online Video Ad Networks by Potential Reach of Unique Viewers
January 2010
Total U.S. – Home/Work/University Locations
Source: Comscore Video Metrix
Property Unique Viewers (000) Viewer Penetration
Total Internet : Total Audience 173,361 100.0
Tremor Media - Potential Reach 86,047 49.6
BBE - Potential Reach 78,327 45.2
Advertising.com Video Network - Potential Reach 77,946 45.0
BrightRoll Video Network - Potential Reach 67,377 38.9
YuMe Video Network - Potential Reach 65,666 37.9
ScanScout Network - Potential Reach 65,298 37.7
SpotXchange Video Ad Network - Potential Reach 63,406 36.6
Break Media Network - Potential Reach 63,108 36.4
TidalTV - Potential Reach 49,264 28.4
Adconion Video Network - Potential Reach 47,913 27.6

Other notable findings from January 2010 include:

  • The top video ad networks in terms of their actual reach delivered were: BrightRoll Video Network with 27.2 percent penetration of online video viewers, SpotXchange Video Ad Network with 19.8 percent, and Tremor Media Video Network with 16.6 percent.
  • 135.4 million viewers watched 12.7 billion videos on YouTube.com (93.4 videos per viewer).
  • The average Hulu viewer watched 23.5 videos, totaling 2.3 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.

Contact:
Andrew Lipsman
Comscore, Inc.
+1 312 775 6510
press@comscore.com