comScore Releases March 2011 U.S. Online Video Rankings

Google Sites Nears 2 Billion Content Viewing Sessions

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Apr 12, 2011, 03:51 ET

RESTON, Va., April 12, 2011 /PRNewswire/ -- comScore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today released data from the comScore Video Metrix service showing that 174 million U.S. Internet users watched online video content in March for an average of 14.8 hours per viewer. The total U.S. Internet audience engaged in more than 5.7 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 March with 143.2 million unique viewers, followed by AOL, Inc. with 57.0 million viewers and Yahoo! Sites with 56.4 million viewers. Microsoft Sites came in fourth with 53.1 million viewers, while VEVO ranked fifth with 52.6 million viewers. Google Sites had the highest number of viewing sessions as it neared the 2 billion mark, and highest time spent per viewer at 276 minutes, or 4.6 hours.


Top U.S. Online Video Properties by Video Content Views Ranked by Unique Video Viewers March 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	174,315	5,726,413	889.1
Google Sites	143,191	1,971,939	275.6
AOL, Inc.	57,006	284,688	39.2
Yahoo! Sites	56,361	267,688	42.1
Microsoft Sites	53,090	331,282	47.2
VEVO	52,585	241,154	79.6
Facebook.com	48,792	185,817	19.2
Viacom Digital	48,696	180,638	73.2
Turner Digital	41,718	154,163	37.5
NBC Universal	31,052	65,973	17.3
Hulu	27,537	143,673	215.5

Top 10 Video Ad Properties by Video Ads Viewed

Americans viewed 4.3 billion video ads in March, with Hulu generating the highest number of video ad impressions at more than 1.2 billion. Tremor Media Video Network ranked second overall (and highest among video ad networks) with 804.3 million ad views, followed by Adap.tv (553 million) and BrightRoll Video Network (398 million). Time spent watching videos ads neared 1.9 billion minutes during the month, with Hulu delivering the highest duration of video ads at 520 million minutes. Video ads reached 43 percent of the total U.S. population an average of 33 times during the month. Hulu also delivered the highest frequency of video ads to its viewers with an average of 47 over the course of the month.


*Top U.S. Online Video Properties by Video Ads Viewed Ranked by Video Ads Viewed March 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	4,320,533	1,892	33.1	43.2%
Hulu	1,266,454	520	47.1	8.9%
Tremor Media Video Network**	804,301	489	13.7	19.5%
Adap.tv**	553,182	333	10.2	18.0%
BrightRoll Video Network**	397,809	231	5.8	22.8%
SpotXchange Video Ad Network**	396,919	235	9.6	13.7%
Viacom Digital	372,998	177	13.1	9.4%
CBS Interactive	254,844	95	11.1	7.6%
Microsoft Sites	232,815	113	8.9	8.7%
Undertone**	230,676	123	9.0	8.5%
AOL, Inc.	188,967	92	5.8	10.8%

*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 March 2011 include:

The top video ad networks in terms of their potential reach of the total U.S. population were: Tremor Media at 47.9 percent, BrightRoll Video Network at 40.5 percent and Break Media at 39.6 percent.
83.5 percent of the U.S. Internet audience viewed online video.
The duration of the average online content video was 5.2 minutes, while the average online video ad was 0.4 minutes.
Video ads accounted for 12.7 percent of all videos viewed and 1.2 percent of all minutes spent viewing video online.

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SOURCE comScore, Inc.