comScore Releases November 2010 U.S. Online Video Rankings

Viewers at Google Sites Watch Average 4.5 Hours of Video During Month

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Dec 16, 2010, 04:07 ET

RESTON, Va., Dec. 16, 2010 /PRNewswire/ -- comScore, Inc. (Nasdaq: SCOR), a leader in measuring the digital world, today released data from the comScore Video Metrix service showing that 172 million U.S. Internet users watched online video content in November. The total U.S. Internet audience engaged in nearly 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 145.8 million unique viewers. Yahoo! Sites took the #2 spot with 61.8 million viewers, followed by VEVO with 50.3 million viewers. AOL, Inc., which recently acquired 5min in September, secured fourth place with 47.7 million viewers. Viacom Digital closely followed with 47.3 million viewers. Google Sites had the highest number of viewing sessions with nearly 2.0 billion, and average time spent per viewer at 271 minutes, or 4.5 hours.


Top U.S. Online Video Properties by Video Content Views Ranked by Unique Video Viewers November 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	172,343	5,190,734	884.6
Google Sites	145,829	1,979,988	271.2
Yahoo! Sites	61,803	241,208	26.4
VEVO	50,320	261,368	85.4
AOL, Inc.	47,687	251,112	30.2
Viacom Digital	47,282	146,570	55.2
Facebook.com	42,500	131,209	15.9
Microsoft Sites	35,348	144,422	49.9
Fox Interactive Media	31,552	115,961	18.1
NBC Universal	29,192	63,293	20.1
Turner Digital	27,714	95,346	24.1

Top 10 Video Ad Properties by Video Ads Viewed

Americans viewed more than 5.4 billion video ads in November, with Hulu generating the highest number of video ad impressions at more than 1.1 billion. Tremor Media Video Network ranked second overall (and highest among video ad networks) with 477 million ad views, followed by ADAP.TV (446 million) and Microsoft Sites (427 million). Video ads reached 49 percent of the total U.S. population an average of 36.8 times during the month. CWTV.com delivered the highest frequency of video ads to its viewers with an average of 68.5 over the course of the month after recently starting to run full ad-loads comparable to those of television.


*Top U.S. Online Video Properties by Video Ads Viewed Ranked by Video Ads Viewed November 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	5,391,715	36.8	48.6%
Hulu	1,150,651	42.4	9.0%
Tremor Media Video Network**	477,416	7.1	22.4%
ADAP.TV**	446,173	8.8	16.8%
Microsoft Sites	426,839	11.1	12.8%
BrightRoll Video Network**	386,658	6.3	20.4%
NABBR.com**	331,232	27.2	4.0%
CBS Interactive	279,976	9.5	9.7%
Google Sites	241,233	4.9	16.3%
AOL, Inc.	216,854	6.5	11.1%
CWTV.com	200,483	68.5	1.0%
*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

Other notable findings from November 2010 include:

The top video ad networks in terms of their potential reach of the total U.S. population were: ScanScout Network at 44.3 percent, BrightRoll Video Network at 41.5 percent and Break Media at 39.9 percent.
84.2 percent of the U.S. Internet audience viewed online video.
The duration of the average online content video was 5.1 minutes, while the average online video ad was 0.4 minutes.
Video ads accounted for 15.3 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.