Comscore Releases May 2011 U.S. Online Video Rankings

Average YouTube Viewer Watched More Than 5 Hours of Video

RESTON, VA, June 17, 2011 – Comscore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today released data from the Comscore Video Metrix service showing that 176 million U.S. Internet users watched online video content in May for an average of 15.9 hours per viewer. The total U.S. Internet audience engaged in more than 5.6 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 May with 147.2 million unique viewers, followed by VEVO with 60.4 million viewers and Yahoo! Sites with 55.5 million viewers. Facebook.com came in fourth with 48.2 million viewers, while Viacom Digital ranked fifth with 46.5 million viewers. Google Sites had the highest number of viewing sessions with more than 2.1 billion, and highest time spent per viewer at 311 minutes, crossing the 5-hour mark for the first time.

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

176,337

5,662,369

951.3

Google Sites

147,158

2,173,422

311.2

VEVO

60,369

360,205

105.1

Yahoo! Sites

55,482

272,255

39.1

Facebook.com

48,189

176,076

19.3

Viacom Digital

46,535

241,026

74.2

Microsoft Sites

46,502

251,799

42.8

AOL, Inc.

42,271

246,592

45.7

Turner Digital

35,185

126,760

36.3

NBC Universal

30,622

67,251

21.1

Hulu

28,543

195,897

217.8

Top 10 Video Ad Properties by Video Ads Viewed

Americans viewed 4.6 billion video ads in May, with Hulu generating the highest number of video ad impressions at more than 1.3 billion. Tremor Media Video Network ranked second overall (and highest among video ad networks) with 700.8 million ad views, followed by Adap.tv (642 million) and BrightRoll Video Network (565 million). Time spent watching videos ads totaled more than 2.0 billion minutes during the month, with Hulu delivering the highest duration of video ads at 560 million minutes. Video ads reached 45 percent of the total U.S. population an average of 34 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
May 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

4,608,833

2,052

33.7

45.4%

Hulu

1,319,995

560

47.6

9.2%

Tremor Media Video Network**

700,769

410

10.8

21.4%

Adap.tv†

641,632

375

10.9

19.5%

BrightRoll Video Network**

564,938

338

7.1

26.4%

Undertone**

291,185

158

10.8

8.9%

Microsoft Sites

268,425

142

9.8

9.0%

Viacom Digital

265,765

123

11.7

7.6%

CBS Interactive

258,840

92

11.3

7.6%

SpotXchange Video Ad Network**

257,796

158

7.7

11.2%

ABC Television

181,695

72

22.7

2.7%

*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 May 2011 include:

  • The top video ad networks in terms of their potential reach of the total U.S. population were: Tremor Media at 47.1 percent, BrightRoll Video Network at 42.1 percent and Break Media at 40.4 percent.
  • 83.3 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 12.6 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