Comscore Releases September 2010 U.S. Online Video Rankings

Microsoft Sites Climbs to Fourth Place in Video Content Ranking with 45 Million Viewers

RESTON, VA, October 12, 2010 – Comscore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today released data from the Comscore Video Metrix service showing that 175 million U.S. Internet users watched online video content in September for an average of 14.4 hours per viewer. The total U.S. Internet audience engaged in more than 5.2 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 with 144.2 million unique viewers. Yahoo! Sites captured the #2 spot with 54.4 million viewers, followed by Facebook.com with 52.2 million viewers. Microsoft Sites jumped 3 positions in September, securing fourth place with 45.5 million viewers. Google Sites had the highest number of overall viewing sessions with 1.9 billion and average time spent per viewer at 260 minutes, or 4.3 hours.

Top U.S. Online Video Properties by Video Content Views
Ranked by Unique Video Viewers
September 2010
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

174,685

5,254,794

863.7

Google Sites

144,166

1,904,315

260.4

Yahoo! Sites

54,356

239,154

31.5

Facebook.com

52,174

202,813

18.5

Microsoft Sites

45,490

282,449

40.6

Fox Interactive Media

43,851

240,037

18.3

VEVO

43,650

208,442

73.3

Viacom Digital

33,570

72,095

46.7

NBC Universal

29,961

62,315

16.5

Hulu

29,890

145,070

162.6

Turner Network

27,195

91,836

25.4

Top 10 Video Ad Properties by Video Ads Viewed

Americans viewed more than 4.3 billion video ads in September, with Hulu generating the highest number of video ad impressions at 794 million. Tremor Media Video Network ranked second overall (and highest among video ad networks) with 526 million ad views, followed by BrightRoll Video Network (476 million) and ADAP.TV (444 million). Video ads reached 45 percent of the total U.S. population an average of 32 times during the month. Hulu delivered the highest frequency of video ads to its viewers with an average of 27.5 over the course of the month.

Top U.S. Online Video Properties by Video Ads* Viewed
Ranked by Video Ads Viewed
September 2010
Total U.S. – Home/Work/University Locations
Source: Comscore Video Metrix

Property

Video Ads (000)

Frequency (Ads per Viewer)

% Reach Total U.S. Population

Total Internet : Total Audience

4,371,577

32.2

45.4%

Hulu

793,976

27.5

9.7%

Tremor Media Video Network**

525,823

6.7

26.1%

BrightRoll Video Network**

476,476

6.7

23.7%

ADAP.TV

444,244

7.4

20.1%

Google Sites

242,682

5.0

16.2%

Microsoft Sites

226,723

8.7

8.7%

SpotXchange Video Ad Network**

209,098

5.7

12.3%

CBS Interactive

184,446

5.8

10.7%

TubeMogul Video Ad Platform**

179,393

4.8

12.6%

Break Media Network**

174,045

6.5

9.0%

*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/server

Other notable findings from September 2010 include:

  • The top video ad networks in terms of their potential reach of the total U.S. population were: ScanScout at 46.8 percent, BrightRoll Video Network at 44.5 percent, and Break Media at 44.1 percent.
  • 83.9 percent of the total U.S. Internet audience viewed online video.
  • The duration of the average online content video was 4.9 minutes, while the average online video ad was 0.4 minutes.
  • Video ads accounted for 12.3 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 marketing intelligence. For more information, please visit www.comscore.com/companyinfo.

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