RESTON, VA – comScore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, released data from the comScore Video Metrix service showing that 170 million U.S. Internet users watched online video content in February for an average of 13.6 hours per viewer. The total U.S. Internet audience engaged in more than 5.0 billion viewing sessions during the course of the month.
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 February with 141.1 million unique viewers. VEVO ranked second with 49.0 million viewers, followed by Microsoft Sites with 48.8 million, Yahoo! Sites with 46.7 million, and Facebook.com with nearly 46.7 million. Google Sites had the highest number of viewing sessions with 1.8 billion, and average time spent per viewer at 262 minutes, or 4.4 hours.
| Top U.S. Online Video Properties by Video Content Views Ranked by Unique Video Viewers February 2011 Total U.S. – Home/Work/University Locations Source: comScore Video Metrix |
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| Property | Total Unique Viewers (000) | Viewing Sessions (000) | Minutes per Viewer |
| Total Internet : Total Audience | 169,646 | 5,038,485 | 816.4 |
| Google Sites | 141,065 | 1,829,662 | 261.6 |
| VEVO | 48,998 | 222,110 | 81.2 |
| Microsoft Sites | 48,812 | 297,731 | 46.5 |
| Yahoo! Sites | 46,714 | 200,088 | 36.3 |
| Facebook.com* | 46,661 | 170,319 | 18.5 |
| Viacom Digital | 45,214 | 229,856 | 74.2 |
| AOL, Inc. | 38,773 | 137,362 | 23.1 |
| Turner Digital | 27,447 | 87,652 | 25.3 |
| Hulu | 27,257 | 143,461 | 224.3 |
| NBC Universal | 24,185 | 53,136 | 20.4 |
*Facebook.com experienced a positive step-change in its data this month due to the inclusion of an additional video serving location that was not previously credited to Facebook.
Top 10 Video Ad Properties by Video Ads Viewed
Americans viewed 3.8 billion video ads in February, 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 548.3 million ad views, followed by ADAP.TV (396 million) and SpotXchange Video Ad Network (343 million). Time spent watching videos ads totaled 1.7 billion minutes during the month, with Hulu delivering the highest duration of video ads at 454 million minutes. Video ads reached 42 percent of the total U.S. population an average of 30 times during the month. Hulu also delivered the highest frequency of video ads to its viewers with an average of 48 over the course of the month.
| Top U.S. Online Video Properties by Video Ads* Viewed Ranked by Video Ads Viewed February 2011 Total U.S. – Home/Work/University Locations Source: comScore Video Metrix |
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| Property | Video Ads (000) | Total Ad Minutes (MM) | Frequency (Ads per Viewer) | % Reach Total U.S. Population |
| Total Internet : Total Audience | 3,829,869 | 1,661 | 30.2 | 42.0% |
| Hulu | 1,131,047 | 454 | 48.1 | 7.8% |
| Tremor Media Video Network** | 548,323 | 336 | 9.0 | 20.1% |
| ADAP.TV** | 395,864 | 236 | 8.2 | 16.1% |
| SpotXchange Video Ad Network** | 342,878 | 217 | 9.7 | 11.7% |
| Viacom Digital | 284,767 | 131 | 11.7 | 8.0% |
| BrightRoll Video Network** † | 273,190 | 157 | 5.1 | 17.8% |
| CBS Interactive | 227,808 | 74 | 10.1 | 7.4% |
| Microsoft Sites | 208,799 | 92 | 9.2 | 7.5% |
| ABC Television | 171,359 | 71 | 20.9 | 2.7% |
| Undertone** | 154,191 | 88 | 8.1 | 6.3% |
*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
†BrightRoll Video Network reported an internal tagging error that led to a potential undercounting of their videos.
Other notable findings from February 2011 include:
The top video ad networks in terms of their potential reach of the total U.S. population were: Google Display Network at 46.7 percent, Tremor Media at 46.3 percent, BrightRoll Video Network at 37.3 percent and Break Media at 36.8 percent.
82.5 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 12.4 percent of all videos viewed and 1.2 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.
