Comscore Releases December 2010 U.S. Online Video Rankings

VEVO Rakes in 50 Million Viewers One Year After Its Launch

RESTON, VA, January 21, 2011 – Comscore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today released data from the Comscore Video Metrix service showing that 172 million U.S. Internet users watched online video content in December for an average of 14.6 hours per viewer. The total U.S. Internet audience engaged in nearly 5.2 billion viewing sessions during the course of the month.

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 in December with 144.8 million unique viewers, followed by Yahoo! Sites with 53.1 million viewers. In one year since its launch, VEVO has steadily grown to reach 50.6 million viewers in December, with much of its viewing being driven by VEVO on YouTube. AOL, Inc. maintained the fourth position with 48.6 million viewers, followed by Viacom Digital with 45.9 million. Google Sites had the highest number of viewing sessions with 1.9 billion, and average time spent per viewer at 274 minutes, or 4.6 hours.

Top U.S. Online Video Properties by Video Content Views
Ranked by Unique Video Viewers
December 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 172,109 5,156,086 873.1
Google Sites 144,757 1,924,214 274.3
Yahoo! Sites 53,050 191,367 30.0
VEVO 50,594 266,448 89.9
AOL, Inc. 48,550 252,561 31.2
Viacom Digital 45,880 148,321 51.6
Facebook.com 41,119 124,546 14.6
Microsoft Sites 36,589 132,747 50.4
Fox Interactive Media 28,902 90,959 19.3
Turner Digital 26,943 89,204 23.4
Hulu 26,493 131,127 217.1

Top 10 Video Ad Properties by Video Ads Viewed

Americans viewed 5.9 billion video ads in December, with Hulu generating the highest number of video ad impressions at more than 1.2 billion. Tremor Media Video Network ranked second overall (and highest among video ad networks) with 1.0 billion ad views, followed by ADAP.TV (682 million) and BrightRoll Video Network (588 million). Video ads reached 49 percent of the total U.S. population an average of 39.8 times during the month. Hulu delivered the highest frequency of video ads to its viewers with an average of 47.1 over the course of the month.

Top U.S. Online Video Properties by Video Ads* Viewed
Ranked by Video Ads Viewed
December 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 5,910,646 39.8 49.1
Hulu 1,227,929 47.1 8.6
Tremor Media Video Network** 1,021,693 11.8 28.6
ADAP.TV** 681,543 11.9 19.0
BrightRoll Video Network** 587,946 8.7 22.3
Microsoft Sites 423,000 10.2 13.7
CBS Interactive 271,461 8.9 10.1
AOL, Inc. 231,884 6.7 11.5
Undertone** 226,822 9.2 8.1
Google Sites 223,842 4.8 15.3
TubeMogul Video Ad Platform** 174,062 4.1 14.2

*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

Other notable findings from December 2010 include:

  • The top video ad networks in terms of their potential reach of the total U.S. population were: Tremor Media at 51.4 percent, BrightRoll Video Network at 40.6 percent and Break Media at 39.7 percent.
  • 84.6 percent of the U.S. Internet audience viewed online video.
  • The duration of the average online content video was 5.0 minutes, while the average online video ad was 0.4 minutes.
  • Video ads accounted for 16.4 percent of all videos viewed and 1.6 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 business analytics. 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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