Comscore Releases December 2010 U.S. Online Video Rankings

VEVO Rakes in 50 Million Viewers One Year After Its Launch

RESTON, VA, January 21, 2011 – Comscore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today released data from the Comscore Video Metrix service showing that 172 million U.S. Internet users watched online video content in December for an average of 14.6 hours per viewer. The total U.S. Internet audience engaged in nearly 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 in December with 144.8 million unique viewers, followed by Yahoo! Sites with 53.1 million viewers. In one year since its launch, VEVO has steadily grown to reach 50.6 million viewers in December, with much of its viewing being driven by VEVO on YouTube. AOL, Inc. maintained the fourth position with 48.6 million viewers, followed by Viacom Digital with 45.9 million. Google Sites had the highest number of viewing sessions with 1.9 billion, and average time spent per viewer at 274 minutes, or 4.6 hours.

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

172,109

5,156,086

873.1

Google Sites

144,757

1,924,214

274.3

Yahoo! Sites

53,050

191,367

30.0

VEVO

50,594

266,448

89.9

AOL, Inc.

48,550

252,561

31.2

Viacom Digital

45,880

148,321

51.6

Facebook.com

41,119

124,546

14.6

Microsoft Sites

36,589

132,747

50.4

Fox Interactive Media

28,902

90,959

19.3

Turner Digital

26,943

89,204

23.4

Hulu

26,493

131,127

217.1

Top 10 Video Ad Properties by Video Ads Viewed

Americans viewed 5.9 billion video ads in December, 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 1.0 billion ad views, followed by ADAP.TV (682 million) and BrightRoll Video Network (588 million). Video ads reached 49 percent of the total U.S. population an average of 39.8 times during the month. Hulu delivered the highest frequency of video ads to its viewers with an average of 47.1 over the course of the month.

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

5,910,646

39.8

49.1

Hulu

1,227,929

47.1

8.6

Tremor Media Video Network**

1,021,693

11.8

28.6

ADAP.TV**

681,543

11.9

19.0

BrightRoll Video Network**

587,946

8.7

22.3

Microsoft Sites

423,000

10.2

13.7

CBS Interactive

271,461

8.9

10.1

AOL, Inc.

231,884

6.7

11.5

Undertone**

226,822

9.2

8.1

Google Sites

223,842

4.8

15.3

TubeMogul Video Ad Platform**

174,062

4.1

14.2

*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 December 2010 include:

  • The top video ad networks in terms of their potential reach of the total U.S. population were: Tremor Media at 51.4 percent, BrightRoll Video Network at 40.6 percent and Break Media at 39.7 percent.
  • 84.6 percent of the U.S. Internet audience viewed online video.
  • The duration of the average online content video was 5.0 minutes, while the average online video ad was 0.4 minutes.
  • Video ads accounted for 16.4 percent of all videos viewed and 1.6 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