Comscore Releases March 2011 U.S. Online Video Rankings

Google Sites Nears 2 Billion Content Viewing Sessions

RESTON, VA, April 12, 2011 – Comscore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today released data from the Comscore Video Metrix service showing that 174 million U.S. Internet users watched online video content in March for an average of 14.8 hours per viewer. The total U.S. Internet audience engaged in more than 5.7 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 March with 143.2 million unique viewers, followed by AOL, Inc. with 57.0 million viewers and Yahoo! Sites with 56.4 million viewers. Microsoft Sites came in fourth with 53.1 million viewers, while VEVO ranked fifth with 52.6 million viewers. Google Sites had the highest number of viewing sessions as it neared the 2 billion mark, and highest time spent per viewer at 276 minutes, or 4.6 hours.

Top U.S. Online Video Properties by Video Content Views
Ranked by Unique Video Viewers
March 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 174,315 5,726,413 889.1
Google Sites 143,191 1,971,939 275.6
AOL, Inc. 57,006 284,688 39.2
Yahoo! Sites 56,361 267,688 42.1
Microsoft Sites 53,090 331,282 47.2
VEVO 52,585 241,154 79.6 48,792 185,817 19.2
Viacom Digital 48,696 180,638 73.2
Turner Digital 41,718 154,163 37.5
NBC Universal 31,052 65,973 17.3
Hulu 27,537 143,673 215.5

Top 10 Video Ad Properties by Video Ads Viewed

Americans viewed 4.3 billion video ads in March, 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 804.3 million ad views, followed by (553 million) and BrightRoll Video Network (398 million). Time spent watching videos ads neared 1.9 billion minutes during the month, with Hulu delivering the highest duration of video ads at 520 million minutes. Video ads reached 43 percent of the total U.S. population an average of 33 times during the month. Hulu also delivered the highest frequency of video ads to its viewers with an average of 47 over the course of the month.

Top U.S. Online Video Properties by Video Ads* Viewed
Ranked by Video Ads Viewed
March 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 4,320,533 1,892 33.1 43.2%
Hulu 1,266,454 520 47.1 8.9%
Tremor Media Video Network** 804,301 489 13.7 19.5%** 553,182 333 10.2 18.0%
BrightRoll Video Network** 397,809 231 5.8 22.8%
SpotXchange Video Ad Network** 396,919 235 9.6 13.7%
Viacom Digital 372,998 177 13.1 9.4%
CBS Interactive 254,844 95 11.1 7.6%
Microsoft Sites 232,815 113 8.9 8.7%
Undertone** 230,676 123 9.0 8.5%
AOL, Inc. 188,967 92 5.8 10.8%

*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 March 2011 include:

  • The top video ad networks in terms of their potential reach of the total U.S. population were: Tremor Media at 47.9 percent, BrightRoll Video Network at 40.5 percent and Break Media at 39.6 percent.
  • 83.5 percent of the U.S. Internet audience viewed online video.
  • The duration of the average online content video was 5.2 minutes, while the average online video ad was 0.4 minutes.
  • Video ads accounted for 12.7 percent of all videos viewed and 1.2 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

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


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