comScore Releases August 2010 U.S. Online Video Rankings

RESTON, Va., Sept. 30 /PRNewswire/ -- comScore, Inc. (Nasdaq: SCOR), a leader in measuring the digital world, today released data from the comScore Video Metrix service showing that 178 million U.S. Internet users watched online video content in August for an average of 14.3 hours per viewer. The total U.S. Internet audience engaged in more than 5.2 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 with 146.3 million unique viewers. Facebook.com jumped one position to capture the #2 spot with 58.6 million viewers, for a total of 243 million viewing sessions. Yahoo! Sites ranked third with 53.9 million viewers, followed by VEVO with 45.4 million. Google Sites had the highest number of overall viewing sessions with 1.9 billion and average time spent per viewer at 270 minutes, or 4.5 hours.

Top 10 Video Ad Properties by Video Ads Viewed

Americans viewed more than 3.8 billion video ads in August, with Hulu generating the highest number of video ad impressions at 790 million. BrightRoll Video Network ranked second overall (and highest among video ad networks) with 469 million ad views, followed by Tremor Media Video Network (442 million) and Microsoft Sites (234 million). Video ads reached 45 percent of the total U.S. population an average of 28 times during the month. Hulu delivered the highest frequency of video ads to its viewers with an average of 30 over the course of the month.

*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 August 2010 include:

• The top video ad networks in terms of their potential reach of the total U.S. population were: Break Media at 46.4 percent, BrightRoll Video Network at 45.0 percent, and ScanScout Network at 44.5 percent.
• 85.1 percent of the total U.S. Internet audience viewed online video.
• The duration of the average online content video was 4.8 minutes, while the average online video ad was 0.4 minutes.
• Video ads accounted for 10.7 percent of all videos viewed and 1.0 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.

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SOURCE comScore, Inc.

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