Technology‎ > ‎

comScore Releases October 2010 U.S. Online Video Rankings

posted 15 Nov 2010, 13:05 by Sam Mbale   [ updated 15 Nov 2010, 13:07 ]

Hulu Delivers 1 Billion Video Ads as Fall TV Season Increases Viewership

RESTON, Va.Nov. 15, 2010 /PRNewswire/ -- comScore, Inc. (Nasdaq: SCOR), a leader in measuring the digital world, today released data from the comScore Video Metrix service showing that 175 million U.S. Internet users watched online video content in October for an average of 15.1 hours per viewer. The total U.S. Internet audience engaged in more than 5.4 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 YouTube.com, ranked as the top online video content property with 146.3 million unique viewers. Yahoo! Sites captured the #2 spot with 53.8 million viewers, followed by Viacom Digital, jumping 4 positions in October with 52.9 million viewers. VEVO secured fourth place with 47.6 million viewers, closely followed by Facebook.com with 47.4 million. Google Sites had the highest number of viewing sessions, crossing the 2.0 billion mark in October, and average time spent per viewer at 272 minutes, or 4.5 hours.

Top U.S. Online Video Properties by Video Content Views

Ranked by Unique Video Viewers

October 2010

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

175,186

5,473,282

908.0

Google Sites

146,346

2,019,298

271.6

Yahoo! Sites

53,839

233,098

30.3

Viacom Digital

52,885

176,457

53.7

VEVO

47,569

236,461

77.9

Facebook.com

47,423

162,402

17.1

Microsoft Sites

47,095

265,506

38.9

AOL, Inc.

43,381

195,946

22.9

Fox Interactive Media

38,478

187,204

16.5

Break Media Network

31,115

122,070

41.2

Hulu

29,650

182,404

207.8




Top 10 Video Ad Properties by Video Ads Viewed

Americans viewed more than 4.6 billion video ads in October, with Hulu generating the highest number of video ad impressions at a record 1.1 billion. Tremor Media Video Network ranked second overall (and highest among video ad networks) with 533 million ad views, followed by ADAP.TV (435 million) and BrightRoll Video Network (374 million). Video ads reached 45 percent of the total U.S. population an average of 34 times during the month. CWTV.com delivered the highest frequency of video ads to its viewers with an average of 50.8 over the course of the month.

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

Ranked by Video Ads Viewed

October 2010

Total U.S. – Home/Work/University Locations

Source: comScore Video Metrix

Property

Video Ads (000)

Frequency (Ads per Viewer)

% Reach Total U.S. Population

Total Internet : Total Audience

4,678,336

34.1

45.5%

Hulu

1,109,899

38.1

9.7%

Tremor Media Video Network**

533,201

7.0

25.1%

ADAP.TV**

434,839

7.2

20.1%

BrightRoll Video Network**

374,394

5.9

21.1%

CBS Interactive

270,346

9.3

9.7%

Microsoft Sites

227,398

10.1

7.4%

CWTV.com

202,842

50.8

1.3%

SpotXchange Video Ad Network**

193,765

5.7

11.2%

AOL, Inc.

172,327

6.3

9.1%

Google Sites

170,509

4.1

13.9%


* 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/server



Other notable findings from October 2010 include:

  • The top video ad networks in terms of their potential reach of the total U.S. population were: ScanScout at 44.3 percent, Break Media at 42.0 percent and BrightRoll Video Network at 41.9 percent.
  • 84.1 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.
  • Video ads accounted for 12.8 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 marketing intelligence. For more information, please visit www.comscore.com/companyinfo.

Follow Us on Twitter

twitter.com/comScore

twitter.com/m_abraham

twitter.com/gfulgoni

SOURCE comScore, Inc.

Comments