#RIPGRPs: Evolving the Metrics That Move Us Forward
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 ViewedJanuary 2010Total U.S. – Home/Work/University LocationsSource: 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
AOL LLC
241,991
0.7
Vevo
226,125
CBS Interactive
217,407
*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 ViewersJanuary 2010Total U.S. – Home/Work/University LocationsSource: Comscore Video Metrix
Unique Viewers (000)
Average Videos per Viewer
173,361
187.0
136,469
93.9
51,464
8.5
41,210
5.3
40,457
7.2
38,445
23.5
38,009
9.5
36,109
13.6
FACEBOOK.COM
34,214
5.2
32,357
7.0
30,809
7.9
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 ViewersJanuary 2010Total U.S. – Home/Work/University LocationsSource: Comscore Video Metrix
Viewer Penetration
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:
About ComscoreComscore, 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.
PressBill DaddiDaddi Brand Communications646-370-1341press@comscore.com