Average Video Viewer Watched Nearly 10 Hours of Online Video During the Month
RESTON, VA – comScore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, released August 2009 data from the comScore Video Metrix service, showing that 161 million U.S. Internet users watched online video during the month, the largest audience ever recorded. Online video reached another all-time high in August with more than 25 billion videos viewed during the month, with Google Sites accounting for more than 10 billion.
Top 10 Video Content Properties by Videos Viewed
Google Sites continued to rank as the top U.S. video property in August as it surpassed the 10 billion videos viewed threshold, representing 40 percent of all videos viewed online. YouTube.com accounted for 99 percent of all videos viewed at the Google Sites property. Microsoft Sites ranked second with 547 million (2.2 percent) followed by Viacom Digital with 539 million videos viewed (2.1 percent) and Hulu with 488 million (1.9 percent).
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Top U.S. Online Video Content Properties* by Videos Viewed
August 2009
Total U.S. – Home/Work/University Locations
Source: comScore Video Metrix
Property Videos (000) Share (%) of Videos
Total Internet 25,366,195 100.0
Google Sites 10,051,924 39.6
Microsoft Sites 546,547 2.2
Viacom Digital 539,471 2.1
Hulu 488,255 1.9
Fox Interactive Media 380,115 1.5
Yahoo! Sites 355,226 1.4
Turner Network 298,991 1.2
CBS Interactive 168,993 0.7
Disney Online 162,934 0.6
AOL LLC 156,871 0.6
*Rankings based on video content sites; excludes video server networks. Online video includes both streaming and progressive download video.
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Top 10 Video Content Properties by Viewers
More than 161 million viewers watched an average of 157 videos per viewer during the month of August. Google Sites attracted 121.4 million unique viewers during the month (82.8 videos per viewer), followed by Microsoft Sites with 54.9 million viewers (10 videos per viewer) and Yahoo! Sites with 51.6 million viewers (6.9 videos per viewer).
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Top U.S. Online Video Content Properties* by Unique Viewers
August 2009
Total U.S. – Home/Work/University Locations
Source: comScore Video Metrix
Property Unique Viewers (000) Average Videos per Viewer
Total Internet 161,109 157.4
Google Sites 121,393 82.8
Microsoft Sites 54,859 10.0
Yahoo! Sites 51,583 6.9
Fox Interactive Media 48,914 7.8
Viacom Digital 42,415 12.7
Hulu 38,513 12.7
CBS Interactive 35,688 4.7
Turner Network 28,151 10.6
AOL LLC 28,092 5.6
Facebook.com 24,229 4.1
*Rankings based on video content sites; excludes video server networks. Online video includes both streaming and progressive download video.
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Top Video Ad Networks by Potential Reach
In August, Tremor Media ranked as the #1 video ad network with a potential reach of 68 million viewers, or 42.2 percent of the total viewing audience. YuMe Video Network ranked second with a potential reach of 59.1 million viewers (36.7 percent penetration) followed by ScanScout Network with 57.6 million viewers (35.7 percent).
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Top U.S. Online Video Ad Networks by Potential Unique Viewers
August 2009
Total U.S. – Home/Work/University Locations
Source: comScore Video Metrix
Property Unique Viewers (000) Viewer Penetration
Total Internet : Total Audience 161,109 100.0
Tremor Media – Potential Reach 68,010 42.2
YuMe Video Network – Potential Reach 59,100 36.7
ScanScout Network – Potential Reach 57,581 35.7
Broadband Enterprises Video Network – Potential Reach 54,858 34.1
BrightRoll Video Network – Potential Reach 53,369 33.1
Advertising.com Video Network – Potential Reach 52,996 32.9
SpotXchange Video Ad Network – Potential Reach 47,304 29.4
Break Media Video Ad Network – Potential Reach 35,672 22.1
Digital Broadcasting Group (DBG) – Potential Reach 26,537 16.5
TidalTV – Potential Reach 21,101 13.1
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Other notable findings from August 2009 include:
The top video ad networks in terms of their actual delivered reach were: Tremor Media Video Network (19.5 percent penetration of all online video viewers), BrightRoll Video Network (16.2 percent penetration), and BroadbandEnterprises.com (14.8 percent penetration).
81.6 percent of the total U.S. Internet audience viewed online video.
The average online video viewer watched 582 minutes of video, or 9.7 hours.
120.5 million viewers watched nearly 10 billion videos on YouTube.com (82.6 videos per viewer).
44.9 million viewers watched 340 million videos on MySpace.com (7.6 videos per viewer).
The average Hulu viewer watched 12.7 videos, totaling 1 hour and 17 minutes of videos per viewer.
The duration of the average online video was 3.7 minutes.
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.
