Content Viewing Sessions Surpass 6 Billion for First Time
RESTON, VA – comScore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, released data from the comScore Video Metrix service showing that 178 million U.S. Internet users watched online video content in June for an average of 16.8 hours per viewer. The total U.S. Internet audience engaged in more than 6.2 billion viewing sessions during the course of the month, an all-time high.
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 June with 149.3 million unique viewers, followed by VEVO with 63.0 million viewers and Yahoo! Sites with 52.7 million viewers. Microsoft Sites came in fourth with 50.7 million viewers, while Viacom Digital ranked fifth with 49.5 million viewers. Total viewing sessions surpassed the 6 billion mark for the first time, with Google Sites generating the highest number of viewing sessions (2.3 billion) and highest time spent per viewer (324 minutes, or 5.4 hours).
| Top U.S. Online Video Properties Ranked by Unique Video Viewers June 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 | 178,447 | 6,255,493 | 1,008.3 |
| Google Sites | 149,281 | 2,311,116 | 324.1 |
| VEVO | 63,003 | 399,503 | 112.0 |
| Yahoo! Sites | 52,665 | 247,834 | 34.8 |
| Microsoft Sites | 50,663 | 286,892 | 32.8 |
| Viacom Digital | 49,493 | 274,933 | 76.8 |
| Facebook.com | 47,687 | 167,137 | 20.7 |
| AOL, Inc. | 43,915 | 251,987 | 49.3 |
| Turner Digital | 30,063 | 121,301 | 46.2 |
| Hulu | 26,701 | 156,939 | 184.8 |
| Amazon Sites | 21,247 | 43,193 | 8.3 |
*A viewing session is defined as a period of time with continuous video viewing followed by a 30-minute period of video inactivity.
Top 10 Video Ad Properties by Video Ads Viewed
Americans viewed nearly 5.3 billion video ads in June, with Hulu generating the highest number of video ad impressions at more than 1.0 billion. Tremor Media Video Network ranked second overall (and highest among video ad networks) with 753 million ad views, followed by Adap.tv (678 million) and BrightRoll Video Network (629 million). Time spent watching videos ads totaled more than 2.2 billion minutes during the month, with Tremor Media Video Network delivering the highest duration of video ads at 429 million minutes. Video ads reached 49 percent of the total U.S. population an average of 35.6 times during the month. Hulu delivered the highest frequency of video ads to its viewers with an average of 38.8 over the course of the month.
| Top U.S. Online Video Properties by Video Ads* Viewed Ranked by Video Ads Viewed June 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 | 5,286,917 | 2,286 | 35.6 | 49.2% |
| Hulu | 1,001,736 | 424 | 38.8 | 8.6% |
| Tremor Media Video Network** | 753,034 | 429 | 12.1 | 20.7% |
| Adap.tv† | 677,708 | 386 | 11.0 | 20.5% |
| BrightRoll Video Network** | 628,600 | 369 | 9.5 | 21.9% |
| Specific Media** | 421,722 | 214 | 6.8 | 20.4% |
| Undertone** | 332,597 | 171 | 13.2 | 8.3% |
| SpotXchange Video Ad Network** | 281,859 | 171 | 7.8 | 11.9% |
| Viacom Digital | 275,230 | 134 | 10.4 | 8.8% |
| Microsoft Sites | 226,951 | 125 | 9.2 | 8.2% |
| AOL, Inc. | 217,347 | 85 | 7.3 | 9.9% |
*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
†Indicates video ad exchange
Other notable findings from June 2011 include:
– The top video ad networks in terms of their potential reach of the total U.S. population were: Tremor Media at 44.3 percent, BrightRoll Video Network at 38.5 percent and Break Media at 37.6 percent.
– 85.6 percent of the U.S. Internet audience viewed online video.
– The duration of the average online content video was 5.4 minutes, while the average online video ad was 0.4 minutes.
– Video ads accounted for 13.6 percent of all videos viewed and 1.3 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.
