U.S. Online Video Market Soars in July as Summer Vacation Drives Pickup in Entertainment and Leisure Activities Online
TV Viewers Turn to Internet for Fresh Content with Shows on Summer Hiatus; Hulu Reaches All-Time High with 457 Million Video Views
RESTON, VA, August 27, 2009 – Comscore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today released July 2009 data from the Comscore Video Metrix service, showing that 158 million U.S. Internet users watched online video during the month, the largest audience ever recorded. Online video reached another all-time high in July with a total of 21.4 billion videos viewed during the month.
Top 10 Video Content Properties by Videos Viewed
In July, Google Sites continued to rank as the top U.S. video property with a record 8.9 billion videos viewed, making up 42 percent of all videos viewed online. YouTube.com accounted for more than 99 percent of all videos viewed at the property. Viacom Digital ranked second with 812 million (3.8 percent) followed by Microsoft Sites with 631 million videos viewed (3.0 percent).
Top U.S. Online Video Content Properties* by Videos Viewed
July 2009
Total U.S. – Home/Work/University Locations
Source: Comscore Video Metrix
|
| Property
|
Videos (000)
|
Share (%) of Videos
|
| Total Internet
|
21,371,342
|
100.0
|
| Google Sites
|
8,953,948
|
41.9
|
| Viacom Digital
|
812,343
|
3.8
|
| Microsoft Sites
|
630,631
|
3.0
|
| Fox Interactive Media
|
558,500
|
2.6
|
| Hulu
|
457,010
|
2.1
|
| Turner Network
|
390,848
|
1.8
|
| Yahoo! Sites
|
374,746
|
1.8
|
| Disney Online
|
169,756
|
0.8
|
| CBS Interactive
|
150,165
|
0.7
|
| ABC Television
|
137,800
|
0.6
|
*Rankings based on video content sites; excludes video server networks. Online video includes both streaming and progressive download video.
Top 10 Video Content Properties by Viewers
More than 158 million viewers watched an average of 135 videos during the month of July. Google Sites surpassed its all time high with 121 million unique viewers during the month (74.1 videos per viewer), followed by Microsoft Sites with 65 million viewers (9.8 videos per viewer) and Fox Interactive Media with 52 million viewers (10.8 videos per viewer).
Top U.S. Online Video Content Properties* by Unique Viewers
July 2009
Total U.S. – Home/Work/University Locations
Source: Comscore Video Metrix
|
| Property
|
Unique Viewers (000)
|
Average Videos per Viewer
|
| Total Internet
|
158,384
|
134.9
|
| Google Sites
|
120,852
|
74.1
|
| Microsoft Sites
|
64,540
|
9.8
|
| Fox Interactive Media
|
51,830
|
10.8
|
| Yahoo! Sites
|
47,363
|
7.9
|
| Viacom Digital
|
42,415
|
19.2
|
| Hulu
|
38,132
|
12.0
|
| Turner Network
|
35,676
|
11.0
|
| CBS Interactive
|
30,736
|
4.9
|
| AOL LLC
|
24,161
|
5.2
|
| FACEBOOK.COM
|
20,517
|
4.0
|
*Rankings based on video content sites; excludes video server networks. Online video includes both streaming and progressive download video.
Top Video Ad Networks by Potential Reach
In July, ScanScout Network ranked as the #1 video ad network with a potential reach of 80.1 million viewers, or 50.6 percent of the total viewing audience. Tremor Media ranked second with a potential reach of 71.1 million viewers (44.9 percent penetration) followed by YuMe Video Network with 68.1 million viewers (43.0 percent).
Top U.S. Online Video Ad Networks by Potential Unique Viewers
July 2009
Total U.S. – Home/Work/University Locations
Source: Comscore Video Metrix
|
| Property
|
Unique Viewers (000)
|
Viewer Penetration
|
| Total Internet : Total Audience
|
158,384
|
100.0
|
| ScanScout Network - Potential Reach
|
80,134
|
50.6
|
| Tremor Media - Potential Reach
|
71,170
|
44.9
|
| YuMe Video Network - Potential Reach
|
68,163
|
43.0
|
| Broadband Enterprises Video Network - Potential Reach
|
62,680
|
39.6
|
| BrightRoll Video Network - Potential Reach
|
62,357
|
39.4
|
| Advertising.com Video Network - Potential Reach
|
53,802
|
34.0
|
| SpotXchange Video Ad Network - Potential Reach
|
47,428
|
29.9
|
| Break Media Video Ad Network - Potential Reach
|
36,262
|
22.9
|
| Nabbr - Potential Reach
|
19,918
|
12.6
|
Other notable findings from July 2009 include:
- The top video ad networks in terms of their actual delivered reach were: Tremor Video Network (20.1 percent viewer penetration), Brightroll Video Network (17.4 percent), and BroadbandEnterprises.com (14.4 percent).
- 81.0 percent of the total U.S. Internet audience viewed online video.
- The average online video viewer watched 500 minutes of video, or 8.3 hours.
- 120.3 million viewers watched 8.9 billion videos on YouTube.com (74.1 videos per viewer).
- 48.2 million viewers watched 518.6 million videos on MySpace.com (10.8 videos per viewer).
- The average Hulu viewer watched 12.0 videos, totaling 1 hour and 13 minutes of videos per viewer.
- The duration of the average online video was 3.7 minutes.
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.
Press
Bill Daddi
Daddi Brand Communications
646-370-1341
press@comscore.com