Comscore Releases March 2010 U.S. Online Video Rankings

YouTube Viewers Watched Average of 96 Videos per Viewer in March

RESTON, VA, April 29, 2010 – Comscore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today released March 2010 data from the Comscore Video Metrix service showing that more than 180 million U.S. Internet users watched online video during the month. YouTube delivered video to more than 135 million viewers during the month, reaching 3 out of every 4 online video viewers at an average of 96 videos per viewer.

Top 10 Video Content Properties by Videos Viewed

U.S. Internet users watched 31.2 billion videos in March, with Google Sites ranking as the top video property with 13.1 billion videos, representing 41.8 percent of all videos viewed online. YouTube accounted for the vast majority of videos viewed at the property. Hulu ranked second with 1.1 billion videos, or 3.4 percent of all online videos viewed. Microsoft Sites ranked third with 655 million (2.1 percent), followed by Yahoo! Sites with 478 million (1.5 percent) and CBS Interactive with 457 million (1.5 percent).

Top U.S. Online Video Content Properties* by Videos Viewed
March 2010
Total U.S. – Home/Work/University Locations
Source: Comscore Video Metrix

Property

Videos (000)

Share of Videos (%)

Total Internet : Total Audience

31,241,101

100.0

Google Sites

13,056,042

41.8

Hulu

1,070,460

3.4

Microsoft Sites

655,068

2.1

Yahoo! Sites

477,887

1.5

CBS Interactive

457,261

1.5

Viacom Digital

370,179

1.2

Vevo

331,144

1.1

Turner Network

302,626

1.0

Fox Interactive Media

300,392

1.0

AOL LLC

280,328

0.9

*Rankings based on video content sites; excludes video server networks. Online video includes both streaming and progressive download video.

Top 10 Video Content Properties by Viewers

More than 180 million viewers watched an average of 173 videos per viewer during the month of March. Google Sites attracted 136.0 million unique viewers during the month (96.0 videos per viewer), followed by Yahoo! Sites with 56.2 million viewers (8.5 videos per viewer) and CBS Interactive with 46.7 million viewers (9.8 videos per viewer).

Top U.S. Online Video Content Properties* by Unique Viewers
March 2010
Total U.S. – Home/Work/University Locations
Source: Comscore Video Metrix

Property

Unique Viewers (000)

Average Videos per Viewer

Total Internet : Total Audience

180,241

173.3

Google Sites

136,002

96.0

Yahoo! Sites

56,245

8.5

CBS Interactive

46,747

9.8

Microsoft Sites

42,724

15.3

Fox Interactive Media

42,487

7.1

FACEBOOK.COM

40,639

5.5

Hulu

40,017

26.7

Vevo

37,527

8.8

Viacom Digital

37,524

9.9

AOL LLC

32,405

8.7

*Rankings based on video content sites; excludes video server networks. Online video includes both streaming and progressive download video.

Top Video Ad Networks by Potential Reach

In March, Tremor Media ranked as the top video ad network with a potential reach of 96.5 million viewers, or 53.5 percent of the total video viewing audience. Adconion Video Network ranked second with a potential reach of 81.6 million viewers (45.2 percent penetration) followed by Advertising.com Video Network with 80.8 million viewers (44.8 percent).

Top U.S. Online Video Ad Networks by Potential Reach of Unique Viewers
March 2010
Total U.S. – Home/Work/University Locations
Source: Comscore Video Metrix

Property

Unique Viewers (000)

Viewer Penetration

Total Internet : Total Audience

180,241

100.0

Tremor Media - Potential Reach

96,459

53.5

Adconion Video Network - Potential Reach

81,552

45.2

Advertising.com Video Network - Potential Reach

80,815

44.8

YuMe Video Network - Potential Reach

80,802

44.8

ScanScout Network - Potential Reach

79,924

44.3

BBE - Potential Reach

75,837

42.1

SpotXchange Video Ad Network - Potential Reach

69,392

38.5

TidalTV - Potential Reach

67,039

37.2

Break Media Network - Potential Reach

66,724

37.0

BrightRoll Video Network - Potential Reach

64,379

35.7

Other notable findings from March 2010 include:

  • The top video ad networks in terms of their actual reach delivered were: Joost Video Network (by Adconion Media Group) with 38.0 percent penetration of online video viewers, SpotXchange Video Ad Network with 19.9 percent, and BBE with 19.1 percent.
  • 84.8 percent of the total U.S. Internet audience viewed online video.
  • 135.3 million viewers watched 12.9 billion videos on YouTube.com (95.6 videos per viewer).
  • The average Hulu viewer watched 26.7 videos, totaling 2.6 hours of video per viewer.
  • The duration of the average online video was 4.3 minutes.

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
press@comscore.com