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comScore Releases January 2011 U.S. Online Video Rankings
Feb 15, 2011 (03:02 PM EST)


VEVO Captures Second Place in Video Content Ranking

RESTON, Va., Feb. 15, 2011 /PRNewswire/ -- 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.

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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 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

Facebook.com

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 www.comscore.com/companyinfo.

SOURCE comScore, Inc.