Comscore Releases January 2011 U.S. Online Video Rankings

VEVO Captures Second Place in Video Content Ranking

RESTON, VA, February 15, 2011 – Comscore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today released data from the Comscore Video Metrix service showing that 171 million U.S. Internet users watched online video content in January for an average of 14.5 hours per viewer. The total U.S. Internet audience engaged in nearly 4.9 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, ranked as the top online video content property in January with 144.1 million unique viewers. VEVO captured the #2 ranking with 51.0 million viewers, followed by Yahoo! Sites with 48.7 million viewers. Viacom Digital took the fourth position with 48.1 million viewers, while AOL, Inc. drew 44.5 million viewers. Google Sites had the highest number of viewing sessions with 1.9 billion, and average time spent per viewer at 283 minutes, or 4.7 hours.

Top U.S. Online Video Properties by Video Content Views
Ranked by Unique Video Viewers
January 2011
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 171,180 4,887,682 870.8
Google Sites 144,058 1,912,534 283.4
VEVO 51,025 121,013 91.9
Yahoo! Sites 48,721 193,020 38.0
Viacom Digital 48,141 119,634 61.1
AOL, Inc. 44,525 167,754 22.5 42,058 122,623 15.4
Microsoft Sites 38,142 149,641 62.0
Turner Digital 28,205 88,721 26.6
Fox Interactive Media 25,400 57,604 18.2
Hulu 24,958 127,042 236.4

Top 10 Video Ad Properties by Video Ads Viewed

Americans viewed more than 4.3 billion video ads in January, with Hulu generating the highest number of video ad impressions at nearly 1.1 billion. Tremor Media Video Network ranked second overall (and highest among video ad networks) with 503.7 million ad views, followed by ADAP.TV (432 million) and Microsoft Sites (415 million). Time spent watching videos ads totaled 1.7 billion minutes during the month, with Hulu streaming the largest duration at 434 million minutes. Video ads reached 45 percent of the total U.S. population an average of 32 times during the month. Hulu delivered the highest frequency of video ads to its viewers with an average of 44.6 over the course of the month.

Top U.S. Online Video Properties by Video Ads* Viewed
Ranked by Video Ads Viewed
January 2011
Total U.S. – Home/Work/University Locations
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 4,344,426 1,729 32.0 45.0%
Hulu 1,080,902 434 44.6 8.0%
Tremor Media Video Network** 503,683 300 8.7 19.1%
ADAP.TV** 431,908 259 8.7 16.5%
Microsoft Sites 414,644 156 11.1 12.4%
BrightRoll Video Network** 348,381 208 4.9 23.5%
SpotXchange Video Ad Network** 318,832 205 8.7 12.2%
CBS Interactive 211,593 60 8.6 8.1%
Viacom Digital 193,685 104 8.1 8.0%
Crosspoint Media** 185,127 60 7.1 8.7%
ABC Television 154,716 64 22.3 2.3%

*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 January 2011 include:

  • The top video ad networks in terms of their potential reach of the total U.S. population were: Tremor Media at 46.8 percent, BrightRoll Video Network at 41.9 percent and Break Media at 40.7 percent.
  • 83.5 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.

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

Adam Lella
Comscore, Inc.
+1 (312) 775-6474


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