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comScore Releases September 2011 U.S. Online Video Rankings
Oct 21, 2011 (04:10 PM EDT)


Online Video Ads Now Reach 50 Percent of Total U.S. Population Each Month

RESTON, Va., Oct. 21, 2011 /PRNewswire/ -- comScore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today released data from the comScore Video Metrix service showing that 182 million U.S. Internet users watched online video content in September for an average of 19.5 hours per viewer. The total U.S. Internet audience engaged in 39.8 billion video views.

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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 September with 161 million unique viewers, while VEVO ranked second with 57.3 million. Microsoft Sites climbed to the #3 position with 54 million viewers, followed by Viacom Digital with 53.4 million and Facebook.com with 49.9 million. Nearly 40 billion videos views occurred during the month, with Google Sites generating the highest number at 18.6 billion. The average viewer watched a record 19.5 hours of online video content, with Google Sites (6.3 hours) also demonstrating the highest engagement.


Top U.S. Online Video Content Properties Ranked by Unique Video Viewers

September 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

181,915

39,813,781

1,167.9

Google Sites

161,406

18,609,393

378.0

VEVO

57,348

748,163

60.2

Microsoft Sites

53,972

735,911

39.3

Viacom Digital

53,424

633,598

53.8

Facebook.com

49,891

252,521

16.1

Yahoo! Sites

46,104

526,745

49.4

AOL, Inc.

41,850

408,157

55.9

NBC Universal

29,772

95,518

15.3

Turner Digital

28,594

240,980

33.2

Hulu

27,051

642,405

180.3




*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.

Top 10 Video Ad Properties by Video Ads Viewed

Americans viewed more than 6.8 billion video ads in September, with Hulu generating the highest number of video ad impressions at more than 1 billion. Tremor Video ranked second overall (and highest among video ad exchanges/networks) with 811 million ad views, followed by Adap.tv (803 million) and BrightRoll Video Network (665 million). Time spent watching video ads totaled more than 2.9 billion minutes during the month, with Adap.tv delivering the highest duration of video ads at 450 million minutes. Video ads reached 50 percent of the total U.S. population an average of 45.3 times during the month. Hulu delivered the highest frequency of video ads to its viewers with an average of 38.2.


Top U.S. Online Video Ad Properties Ranked by Video Ads* Viewed

September 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

6,882,064

2,947

45.3

50.3

Hulu

1,020,984

414

38.2

8.8

Tremor Video**

811,070

425

13.7

19.6

Adap.tv+

803,407

450

11.6

22.9

BrightRoll Video Network**

664,962

391

8.9

24.9

Specific Media**

592,657

295

7.3

26.9

TidalTV.com**

358,039

217

6.8

17.5

Auditude, Inc.**

343,832

205

8.7

13.1

Undertone**

336,655

158

10.7

10.4

SpotXchange Video Ad Marketplace**

329,439

196

7.7

14.3

CBS Interactive

280,467

122

10.4

9.0




*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

+Indicates video ad exchange

Top 10 YouTube Partner Channels by Unique Viewers

September marks the second month of official rankings for comScore YouTube Partner Reporting within the Video Metrix offering, providing a comparison of viewership across thousands of YouTube partners and their channels. The data revealed that video music channels VEVO (57.3 million viewers) and Warner Music (28.8 million viewers) maintained the top two positions. Gaming channel Machinima ranked third with 17 million viewers, followed by Maker Studios with 9 million, Demand Media with 6.8 million and Revision3 with 5.4 million. Within the top 10 partners, Machinima demonstrated the highest engagement with 61.9 minutes per viewer on average, while accounting for the second most videos viewed (249 million) after VEVO.


Top YouTube Partner Channels* Ranked by Unique Video Viewers

September 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 Viewed (000)

Minutes per Viewer

VEVO @ YouTube

57,267

724,488

57.6

Warner Music @ YouTube

28,808

183,711

28.5

Machinima @ YouTube

17,036

249,005

61.9

Maker Studios @ YouTube

9,028

71,833

32.1

Demand Media @ YouTube

6,833

19,901

9.8

Revision3 @ YouTube

5,400

17,785

14.9

IGN @ YouTube

5,286

18,782

14.9

FullScreen @ YouTube

4,959

17,768

14.9

Associated Press AP @ YouTube

4,279

7,768

7.0

Clevvertv @ YouTube

4,205

8,616

8.3




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

Other notable findings from September 2011 include:

  • 85.3 percent of the U.S. Internet audience viewed online video.
  • The duration of the average online content video was 5.3 minutes, while the average online video ad was 0.4 minutes.
  • Video ads accounted for 14.7 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 www.comscore.com/companyinfo.

SOURCE comScore, Inc.