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comScore Releases February 2011 U.S. Online Video Rankings

comScore, Inc. (Nasdaq: SCOR), a leader in measuring the digital world, today 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. Microsoft Sites captured the #2 ranking (up from #7) with 48.8 million viewers, followed by Yahoo! Sites with 46.7 million viewers. Facebook.com came in fourth with nearly 46.7 million viewers, while VEVO ranked fifth with 45.9 million viewers. 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

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
Microsoft Sites 48,812 297,731 46.5
Yahoo! Sites 46,714 200,088 36.3
Facebook.com* 46,661 170,319 18.5
VEVO 45,917 222,110 86.7
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

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: 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.

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