Comscore Releases March 2011 U.S. Online Video Rankings

Google Sites Nears 2 Billion Content Viewing Sessions

RESTON, VA, April 12, 2011 – Comscore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today released data from the Comscore Video Metrix service showing that 174 million U.S. Internet users watched online video content in March for an average of 14.8 hours per viewer. The total U.S. Internet audience engaged in more than 5.7 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 March with 143.2 million unique viewers, followed by AOL, Inc. with 57.0 million viewers and Yahoo! Sites with 56.4 million viewers. Microsoft Sites came in fourth with 53.1 million viewers, while VEVO ranked fifth with 52.6 million viewers. Google Sites had the highest number of viewing sessions as it neared the 2 billion mark, and highest time spent per viewer at 276 minutes, or 4.6 hours.

Top U.S. Online Video Properties by Video Content Views
Ranked by Unique Video Viewers
March 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

174,315

5,726,413

889.1

Google Sites

143,191

1,971,939

275.6

AOL, Inc.

57,006

284,688

39.2

Yahoo! Sites

56,361

267,688

42.1

Microsoft Sites

53,090

331,282

47.2

VEVO

52,585

241,154

79.6

Facebook.com

48,792

185,817

19.2

Viacom Digital

48,696

180,638

73.2

Turner Digital

41,718

154,163

37.5

NBC Universal

31,052

65,973

17.3

Hulu

27,537

143,673

215.5

Top 10 Video Ad Properties by Video Ads Viewed

Americans viewed 4.3 billion video ads in March, with Hulu generating the highest number of video ad impressions at more than 1.2 billion. Tremor Media Video Network ranked second overall (and highest among video ad networks) with 804.3 million ad views, followed by Adap.tv (553 million) and BrightRoll Video Network (398 million). Time spent watching videos ads neared 1.9 billion minutes during the month, with Hulu delivering the highest duration of video ads at 520 million minutes. Video ads reached 43 percent of the total U.S. population an average of 33 times during the month. Hulu also delivered the highest frequency of video ads to its viewers with an average of 47 over the course of the month.

Top U.S. Online Video Properties by Video Ads* Viewed
Ranked by Video Ads Viewed
March 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

4,320,533

1,892

33.1

43.2%

Hulu

1,266,454

520

47.1

8.9%

Tremor Media Video Network**

804,301

489

13.7

19.5%

Adap.tv**

553,182

333

10.2

18.0%

BrightRoll Video Network**

397,809

231

5.8

22.8%

SpotXchange Video Ad Network**

396,919

235

9.6

13.7%

Viacom Digital

372,998

177

13.1

9.4%

CBS Interactive

254,844

95

11.1

7.6%

Microsoft Sites

232,815

113

8.9

8.7%

Undertone**

230,676

123

9.0

8.5%

AOL, Inc.

188,967

92

5.8

10.8%

*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

Other notable findings from March 2011 include:

  • The top video ad networks in terms of their potential reach of the total U.S. population were: Tremor Media at 47.9 percent, BrightRoll Video Network at 40.5 percent and Break Media at 39.6 percent.
  • 83.5 percent of the U.S. Internet audience viewed online video.
  • The duration of the average online content video was 5.2 minutes, while the average online video ad was 0.4 minutes.
  • Video ads accounted for 12.7 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.

Contact:
Adam Lella
Comscore, Inc.
+1 (312) 775-6474
press@comscore.com