Comscore Releases May 2010 U.S. Online Video Rankings

YouTube Streams All-Time High of 14.6 Billion Videos Viewed

RESTON, VA, June 24, 2010 – Comscore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today released May 2010 data from the Comscore Video Metrix service showing that 183 million U.S. Internet users watched online video during the month. YouTube.com achieved record levels of viewing activity in May with an all-time high of 14.6 billion videos viewed and surpassing the threshold of 100 videos per viewer for the first time.

Top 10 Video Content Properties by Videos Viewed

U.S. Internet users watched nearly 34 billion videos in May, with Google Sites ranking as the top video property with 14.6 billion videos, representing 43.1 percent of all videos viewed online. YouTube accounted for the vast majority of videos viewed at the property. Hulu ranked second with 1.2 billion videos, or 3.5 percent of all online videos viewed. Microsoft Sites ranked third with 642 million (1.9 percent), followed by Vevo with 430 million (1.3 percent) and Viacom Digital with 347 million (1.0 percent).

Top U.S. Online Video Content Properties* by Videos Viewed
May 2010
Total U.S. – Home/Work/University Locations
Source: Comscore Video Metrix
Property Videos (000) Share of
Videos (%)
Total Internet : Total Audience 33,950,891 100.0
Google Sites 14,628,095 43.1
Hulu 1,174,844 3.5
Microsoft Sites 642,027 1.9
Vevo 430,257 1.3
Viacom Digital 346,755 1.0
Yahoo! Sites 336,314 1.0
CBS Interactive 333,189 1.0
Turner Network 331,897 1.0
Fox Interactive Media 328,492 1.0
Facebook.com 245,120 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

Nearly 183 million viewers watched an average of 186 videos per viewer during the month of May. Google Sites attracted 144.6 million unique viewers during the month (101.2 videos per viewer), followed by Yahoo! Sites with 46.0 million viewers (7.3 videos per viewer), and Vevo with 45.6 million viewers (9.4 videos per viewer). Vevo jumped one position in the May ranking taking the #3 spot with 45.6 million viewers and an average of 9.4 videos per viewer.

Top U.S. Online Video Content Properties* by Unique Viewers
May 2010
Total U.S. – Home/Work/University Locations
Source: Comscore Video Metrix
Property Unique Viewers (000) Average Videos per Viewer
Total Internet : Total Audience 182,918 185.6
Google Sites 144,550 101.2
Yahoo! Sites 46,031 7.3
Vevo 45,579 9.4
Facebook.com 45,492 5.4
Fox Interactive Media 44,266 7.4
Hulu 43,541 27.0
CBS Interactive 41,028 8.1
Microsoft Sites 39,416 16.3
Turner Network 35,307 9.4
Viacom Digital 34,572 10.0

*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 May, Tremor Media ranked as the top video ad network with a potential reach of 102.8 million viewers, or 56.2 percent of the total video viewing audience. ScanScout Network ranked second with a potential reach of 99.3 million viewers (54.3 percent penetration) followed by YuMe Video Network with 87.5 million viewers (47.8 percent).

Top U.S. Online Video Ad Networks by Potential Reach of Unique Viewers
May 2010
Total U.S. – Home/Work/University Locations
Source: Comscore Video Metrix
Property Unique Viewers (000) Viewer Penetration
Total Internet : Total Audience 182,918 100.0
Tremor Media - Potential Reach 102,787 56.2
ScanScout Network - Potential Reach 99,290 54.3
YuMe Video Network - Potential Reach 87,508 47.8
Adconion Video Network - Potential Reach 86,641 47.4
Advertising.com Video Network - Potential Reach 83,877 45.9
BBE - Potential Reach 83,026 45.4
Break Media - Potential Reach 80,869 44.2
SpotXchange Video Ad Network - Potential Reach 76,734 41.9
TidalTV - Potential Reach 69,640 38.1
BrightRoll Video Network - Potential Reach 67,521 36.9

Other notable findings from May 2010 include:

  • The top video ad networks in terms of their actual reach delivered were: Joost Video Network (by Adconion Media Group) with 35.2 percent penetration of online video viewers, BrightRoll Video Network with 24.4 percent, and Tremor Media Video Network with 21.2 percent.
  • 84.8 percent of the total U.S. Internet audience viewed online video.
  • 144.1 million viewers watched 14.6 billion videos on YouTube.com (101.2 videos per viewer).
  • The average Hulu viewer watched 27.0 videos, totaling 2.7 hours of video per viewer.
  • The duration of the average online video was 4.3 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:
Adam Lella
Comscore, Inc.
+1 (312) 775-6474
press@comscore.com



 

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