comScore Releases January 2010 U.S. Online Video Rankings

Average YouTube Viewer Watched More than 93 Videos in January, up 50 Percent vs. Year Ago

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Mar 08, 2010, 02:52 ET

RESTON, Va., March 8 /PRNewswire-FirstCall/ -- comScore, Inc. (Nasdaq: SCOR), a leader in measuring the digital world, today released January 2010 data from the comScore Video Metrix service showing that nearly 173 million U.S. Internet users watched online video during the month. Video viewers at YouTube.com watched 93 videos on average during the month, representing an increase of 50 percent versus year ago.

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Top 10 Video Content Properties by Videos Viewed

U.S. Internet users watched 32.4 billion videos in January with Google Sites ranking as the top U.S. video property with 12.8 billion videos. YouTube.com accounted for nearly 99 percent of all videos viewed at the property. Hulu ranked second with 903.1 million videos, or 2.8 percent of the all online videos viewed. Microsoft Sites ranked third with 491.8 million (1.5 percent), followed by Yahoo! Sites with 435.5 million (1.3 percent) and Viacom Digital with 361.2 million (1.1 percent).


*Top U.S. Online Video Content Properties by Videos Viewed January 2010 Total U.S. – Home/Work/University Locations Source: comScore Video Metrix**
Property	Videos (000)	Share of Videos (%)
Total Internet : Total Audience	32,410,886	100.0
Google Sites	12,816,043	39.5
Hulu	903,078	2.8
Microsoft Sites	491,753	1.5
Yahoo! Sites	435,487	1.3
Viacom Digital	361,228	1.1
Fox Interactive Media	293,008	0.9
Turner Network	283,244	0.9
AOL LLC	241,991	0.7
Vevo	226,125	0.7
CBS Interactive	217,407	0.7

*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 173 million viewers watched an average of 187 videos per viewer during the month of January. Google Sites attracted 136.5 million unique viewers during the month (93.9 videos per viewer), followed by Yahoo! Sites with 51.5 million viewers (8.5 videos per viewer) and CBS Interactive with 41.2 million viewers, (5.3 videos per viewer). The average Hulu viewer watched 23.5 videos during the month, representing an all-time high for the property.


*Top U.S. Online Video Content Properties by Unique Viewers January 2010 Total U.S. – Home/Work/University Locations Source: comScore Video Metrix**
Property	Unique Viewers (000)	Average Videos per Viewer
Total Internet : Total Audience	173,361	187.0
Google Sites	136,469	93.9
Yahoo! Sites	51,464	8.5
CBS Interactive	41,210	5.3
Fox Interactive Media	40,457	7.2
Hulu	38,445	23.5
Viacom Digital	38,009	9.5
Microsoft Sites	36,109	13.6
FACEBOOK.COM	34,214	5.2
Vevo	32,357	7.0
AOL LLC	30,809	7.9

*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 January, Tremor Media ranked as the top video ad network with a potential reach of 86 million viewers, or 49.6 percent of the total viewing audience. BBE ranked second with a potential reach of 78.3 million viewers (45.2 percent penetration) closely followed by Advertising.com Video Network with 77.9 million viewers (45.0 percent).


Top U.S. Online Video Ad Networks by Potential Reach of Unique Viewers January 2010 Total U.S. – Home/Work/University Locations Source: comScore Video Metrix
Property	Unique Viewers (000)	Viewer Penetration
Total Internet : Total Audience	173,361	100.0
Tremor Media - Potential Reach	86,047	49.6
BBE - Potential Reach	78,327	45.2
Advertising.com Video Network - Potential Reach	77,946	45.0
BrightRoll Video Network - Potential Reach	67,377	38.9
YuMe Video Network - Potential Reach	65,666	37.9
ScanScout Network - Potential Reach	65,298	37.7
SpotXchange Video Ad Network - Potential Reach	63,406	36.6
Break Media Network - Potential Reach	63,108	36.4
TidalTV - Potential Reach	49,264	28.4
Adconion Video Network - Potential Reach	47,913	27.6

Other notable findings from January 2010 include:

The top video ad networks in terms of their actual reach delivered were: BrightRoll Video Network with 27.2 percent penetration of online video viewers, SpotXchange Video Ad Network with 19.8 percent, and Tremor Media Video Network with 16.6 percent.
135.4 million viewers watched 12.7 billion videos on YouTube.com (93.4 videos per viewer).
The average Hulu viewer watched 23.5 videos, totaling 2.3 hours of videos per viewer.
The duration of the average online video was 4.1 minutes.

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SOURCE comScore, Inc.