Comscore Releases July 2010 U.S. Online Video Rankings

Facebook.com Climbs to Third in Online Video Content Ranking with 46 Million Viewers 

RESTON, VA, August 16, 2010 – Comscore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today released July 2010 data from the Comscore Video Metrix service showing that 178 million U.S. Internet users watched online video content during the month for an average of 14.7 hours per viewer.

Top 10 Video Content Properties by Unique Viewers

Google Sites, driven primarily by video viewing at YouTube.com, ranked as the top online video content property with 143.2 million unique viewers, followed by Yahoo! Sites with 55.1 million viewers. Facebook.com jumped one position to capture the #3 spot with 46.6 million viewers. Google Sites had the highest number of overall viewing sessions with 1.9 billion and average time spent per viewer at 283 minutes, or 4.7 hours. Hulu also had high viewer engagement with an average of 158 minutes (or 2.6 hours) per viewer.

Top U.S. Online Video Properties by Video Content Views
Ranked by Unique Video Viewers
July 2010
Total U.S. – Home/Work/University Locations
Source: Comscore Video Metrix
Property Total Unique Viewers (000) Viewing Sessions (000) Minutes per Viewer
Total Internet : Total Audience 178,148 5,234,655 882.0
Google Sites 143,226 1,884,498 282.7
Yahoo! Sites 55,107 238,322 28.6
Facebook.com 46,571 166,186 18.3
Microsoft Sites 45,558 219,149 40.2
VEVO 43,911 202,091 68.5
Fox Interactive Media 38,136 164,760 27.2
Turner Network 33,442 107,793 25.3
Viacom Digital 30,715 70,617 44.8
Disney Online 28,475 64,104 6.0
Hulu 28,455 153,845 158.0

Top 10 Video Ad Properties by Video Ads Viewed

Americans viewed nearly 3.6 billion video ads in July, with Hulu generating the highest number of video ad impressions at 783 million. Tremor Media Video Network ranked second overall (and highest among video ad networks) with 452 million ad views, followed by BrightRoll Video Network (248 million) and Microsoft Sites (232 million). Video ads reached 44.5 percent of the total U.S. population an average of 27 times during the month. Hulu delivered the highest frequency of video ads to its viewers with an average of 27.9 over the course of the month.

Top U.S. Online Video Properties by Video Ads* Viewed
Ranked by Video Ads Viewed
July 2010
Total U.S. – Home/Work/University Locations
Source: Comscore Video Metrix
Property Video Ads (000) Frequency (Ads per Viewer) % Reach Total U.S. Population
Total Internet : Total Audience 3,559,928 26.8 44.5
Hulu 783,304 27.9 9.4
Tremor Media Video Network** 451,864 8.0 19.0
BrightRoll Video Network** 248,345 6.0 13.9
Microsoft Sites 232,256 9.1 8.5
Google Sites 219,326 4.6 15.9
Crosspoint Media** 206,269 7.3 9.5
SpotXchange Video Ad Network** 170,895 4.3 13.4
CBS Interactive 134,798 6.1 7.4
BBE** 120,179 4.5 8.9
Viacom Digital 110,810 5.4 6.9

*Video ads include streaming-video advertising only and do not include other types of
video monetization, such as overlays, branded players, matching banner ads, homepage
ads, etc.
**Indicates video ad network/server 

Other notable findings from July 2010 include:

  • The top video ad networks in terms of their potential reach of the total U.S. population were: ScanScout Network at 40.5 percent, BrightRoll Video Network at 39.4 percent, and Break Media Network at 38.7 percent.
  • 84.9 percent of the total U.S. Internet audience viewed online video.
  • The duration of the average online content video was 4.8 minutes, while the average online video ad was 0.4 minutes.
  • Video ads accounted for 9.8 percent of all videos viewed and 0.9 percent of all minutes spent viewing video online.

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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