comScore Releases October 2011 U.S. Online Video Rankings

Record 20 Billion Content Videos Viewed on Google Sites

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Nov 28, 2011, 10:44 ET

RESTON, Va., Nov. 28, 2011 /PRNewswire/ -- comScore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today released data from the comScore Video Metrix service showing that 184 million U.S. Internet users watched online video content in October for an average of 21.1 hours per viewer. The total U.S. Internet audience viewed 42.6 billion videos, representing an all-time high.

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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 October with 161 million unique viewers and reached a record high of 20.9 billion videos viewed. Facebook.com ranked second with 59.8 million viewers, followed by VEVO with 57 million, Microsoft Sites with 49.1 million and Viacom Digital with 48.2 million. More than 42 billion videos were viewed during the month, with the average viewer watching a record 21.1 hours. Google Sites demonstrated the highest engagement with 7.1 hours per viewer.

Top U.S. Online Video Content Properties Ranked by Unique Video Viewers October 2011 Total U.S. – Home/Work/University Locations Content Videos Only (Ad Videos Not Included) Source: comScore Video Metrix
Property	Total Unique Viewers (000)	Videos (000)*	Minutes per Viewer
Total Internet : Total Audience	184,449	42,593,095	1,267.7
Google Sites	160,959	20,933,113	424.2
Facebook.com	59,815	346,017	18.4
VEVO	56,998	827,008	66.0
Microsoft Sites	49,055	661,142	47.5
Viacom Digital	48,165	540,898	57.7
Yahoo! Sites	43,756	551,674	58.6
AOL, Inc.	43,571	410,903	53.4
NBC Universal	39,336	134,021	13.4
Hulu	29,221	791,370	202.2
Turner Digital	27,979	223,524	33.0

*A video is defined as any streamed segment of audiovisual content, (both progressive downloads and live streams). For long-form, segmented content, (e.g. television episodes with ad pods in the middle) each segment of the content is counted as a distinct video stream.

Top 10 Video Ad Properties by Video Ads Viewed

Americans viewed 7.5 billion video ads in October, with Hulu generating the highest number of video ad impressions at more than 1.3 billion. Tremor Video ranked second overall (and highest among video ad exchanges/networks) crossing the 1 billion mark for the first time. BrightRoll Video Network ranked third with 756 million, followed by Specific Media with 512 million and CBS Interactive with 415 million. Time spent watching video ads totaled more than 3.2 billion minutes during the month, with Tremor Video delivering the highest duration of video ads at 614 million minutes. Video ads reached 53 percent of the total U.S. population an average of 47 times during the month. Hulu delivered the highest frequency of video ads to its viewers with an average of 46.5.

*Top U.S. Online Video Ad Properties Ranked by Video Ads Viewed October 2011 Total U.S. – Home/Work/University Locations Ad Videos Only (Content Videos Not Included) 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	7,467,331	3,217	46.9	52.7
Hulu	1,360,709	557	46.5	9.7
Tremor Video**	1,095,003	614	17.1	21.2
BrightRoll Video Network**	756,390	466	8.8	28.4
Specific Media**	512,152	250	6.5	26.1
CBS Interactive	415,244	162	17.8	7.7
Microsoft Sites	381,090	146	9.9	12.8
TubeMogul Video Ad Platform**	345,099	167	6.8	16.9
TidalTV.com**	325,580	187	6.0	17.9
SpotXchange Video Ad Marketplace**	316,463	190	9.2	11.4
Undertone**	302,073	163	10.1	9.9

Note: Adap.tv has been excluded from this list due to a technological issue with its video census tags, affecting data for October 2011.

*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

Top 10 YouTube Partner Channels by Unique Viewers

The October 2011 YouTube partner data revealed that video music channels VEVO (54.2 million viewers) and Warner Music (30.4 million viewers) maintained the top two positions. Gaming channel Machinima ranked third with 17.7 million viewers, followed by Schmooru with 9.9 million, Maker Studios with 9.4 million and Demand Media with 7.4 million. Within the top 10 partners, Machinima demonstrated the highest engagement with 65.1 minutes per viewer on average, while accounting for the second highest number of videos viewed (277 million) after VEVO.

*Top YouTube Partner Channels Ranked by Unique Video Viewers October 2011 Total U.S. – Home/Work/University Locations Content Videos Only (Ad Videos Not Included) Source: comScore Video Metrix**
Property	Total Unique Viewers (000)	Videos (000)	Minutes per Viewer
VEVO @ YouTube	54,170	799,443	66.1
Warner Music @ Youtube	30,439	195,589	27.3
Machinima @ YouTube	17,750	277,330	65.1
Schmooru @ YouTube	9,860	30,863	14.1
Maker Studios @ YouTube	9,379	81,229	33.8
Demand Media @ YouTube	7,372	20,847	9.6
FullScreen @ YouTube	7,219	27,313	14.8
Warner Bros (The Ellen Show) @ YouTube	7,045	19,889	12.5
IGN @ YouTube	6,387	25,378	16.1
BigFrame @ YouTube	5,793	27,816	18.2

*YouTube Partner Reporting based on online video content viewing and does not include claimed user-generated content

Other notable findings from October 2011 include:

86.2 percent of the U.S. Internet audience viewed online video.
The duration of the average online content video was 5.5 minutes, while the average online video ad was 0.4 minutes.
Video ads accounted for 14.9 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.

SOURCE comScore, Inc.