Comscore Releases October 2011 U.S. Online Video Rankings

Record 20 Billion Content Videos Viewed on Google Sites

RESTON, VA, November 28, 2011 – Comscore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today released data from the Comscore Video Metrix service showing that 184 million U.S. Internet users watched online video content in October for an average of 21.1 hours per viewer. The total U.S. Internet audience viewed 42.6 billion videos, representing an all-time high.

Top 10 Video Content Properties by Unique Viewers

Google Sites, driven primarily by video viewing at, ranked as the top online video content property in October with 161 million unique viewers and reached a record high of 20.9 billion videos viewed. ranked second with 59.8 million viewers, followed by VEVO with 57 million, Microsoft Sites with 49.1 million and Viacom Digital with 48.2 million. More than 42 billion videos were viewed during the month, with the average viewer watching a record 21.1 hours. Google Sites demonstrated the highest engagement with 7.1 hours per viewer.

Top U.S. Online Video Content Properties Ranked by Unique Video Viewers
October 2011
Total U.S. – Home/Work/University Locations
Content Videos Only (Ad Videos Not Included)
Source: Comscore Video Metrix
Property Total Unique Viewers (000) Videos (000)* Minutes per Viewer
Total Internet : Total Audience 184,449 42,593,095 1,267.7
Google Sites 160,959 20,933,113 424.2 59,815 346,017 18.4
VEVO 56,998 827,008 66.0
Microsoft Sites 49,055 661,142 47.5
Viacom Digital 48,165 540,898 57.7
Yahoo! Sites 43,756 551,674 58.6
AOL, Inc. 43,571 410,903 53.4
NBC Universal 39,336 134,021 13.4
Hulu 29,221 791,370 202.2
Turner Digital 27,979 223,524 33.0

*A video is defined as any streamed segment of audiovisual content, (both progressive downloads and live streams).
For long-form, segmented content, (e.g. television episodes with ad pods in the middle) each segment of the
content is counted as a distinct video stream.

This social chart is intended for public use. Click here to see how to include it in an online article.

Top 10 Video Ad Properties by Video Ads Viewed

Americans viewed 7.5 billion video ads in October, with Hulu generating the highest number of video ad impressions at more than 1.3 billion. Tremor Video ranked second overall (and highest among video ad exchanges/networks) crossing the 1 billion mark for the first time. BrightRoll Video Network ranked third with 756 million, followed by Specific Media with 512 million and CBS Interactive with 415 million. Time spent watching video ads totaled more than 3.2 billion minutes during the month, with Tremor Video delivering the highest duration of video ads at 614 million minutes. Video ads reached 53 percent of the total U.S. population an average of 47 times during the month. Hulu delivered the highest frequency of video ads to its viewers with an average of 46.5.

Top U.S. Online Video Ad Properties Ranked by Video Ads* Viewed
October 2011
Total U.S. – Home/Work/University Locations
Ad Videos Only (Content Videos Not Included)
Source: Comscore Video Metrix
Property Video Ads (000) Total Ad Minutes (MM) Frequency (Ads per Viewer) % Reach Total U.S. Population
Total Internet : Total Audience 7,467,331 3,217 46.9 52.7
Hulu 1,360,709 557 46.5 9.7
Tremor Video** 1,095,003 614 17.1 21.2
BrightRoll Video Network** 756,390 466 8.8 28.4
Specific Media** 512,152 250 6.5 26.1
CBS Interactive 415,244 162 17.8 7.7
Microsoft Sites 381,090 146 9.9 12.8
TubeMogul Video Ad Platform** 345,099 167 6.8 16.9** 325,580 187 6.0 17.9
SpotXchange Video Ad Marketplace** 316,463 190 9.2 11.4
Undertone** 302,073 163 10.1 9.9

Note: has been excluded from this list due to a technological issue with its video census tags,
affecting data for October 2011.
*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

Top 10 YouTube Partner Channels by Unique Viewers

The October 2011 YouTube partner data revealed that video music channels VEVO (54.2 million viewers) and Warner Music (30.4 million viewers) maintained the top two positions. Gaming channel Machinima ranked third with 17.7 million viewers, followed by Schmooru with 9.9 million, Maker Studios with 9.4 million and Demand Media with 7.4 million. Within the top 10 partners, Machinima demonstrated the highest engagement with 65.1 minutes per viewer on average, while accounting for the second highest number of videos viewed (277 million) after VEVO.

Top YouTube Partner Channels* Ranked by Unique Video Viewers
October 2011
Total U.S. – Home/Work/University Locations
Content Videos Only (Ad Videos Not Included)
Source: Comscore Video Metrix
Property Total Unique Viewers (000) Videos (000) Minutes per Viewer
VEVO @ YouTube 54,170 799,443 66.1
Warner Music @ Youtube 30,439 195,589 27.3
Machinima @ YouTube 17,750 277,330 65.1
Schmooru @ YouTube 9,860 30,863 14.1
Maker Studios @ YouTube 9,379 81,229 33.8
Demand Media @ YouTube 7,372 20,847 9.6
FullScreen @ YouTube 7,219 27,313 14.8
Warner Bros (The Ellen Show) @ YouTube 7,045 19,889 12.5
IGN @ YouTube 6,387 25,378 16.1
BigFrame @ YouTube 5,793 27,816 18.2

*YouTube Partner Reporting based on online video content viewing and does not include claimed user-generated content

Other notable findings from October 2011 include:

  • 86.2 percent of the U.S. Internet audience viewed online video.
  • The duration of the average online content video was 5.5 minutes, while the average online video ad was 0.4 minutes.
  • Video ads accounted for 14.9 percent of all videos viewed and 1.4 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

Stephanie Adamo
Comscore, Inc.
+1 312 777 8801