RESTON, VA, March 17, 2011 – Comscore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today released data from the Comscore Video Metrix service showing that 170 million U.S. Internet users watched online video content in February for an average of 13.6 hours per viewer. The total U.S. Internet audience engaged in more than 5.0 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 February with 141.1 million unique viewers. VEVO ranked second with 49.0 million viewers, followed by Microsoft Sites with 48.8 million, Yahoo! Sites with 46.7 million, and Facebook.com with nearly 46.7 million. Google Sites had the highest number of viewing sessions with 1.8 billion, and average time spent per viewer at 262 minutes, or 4.4 hours.
Top U.S. Online Video Properties by Video Content ViewsRanked by Unique Video ViewersFebruary 2011Total U.S. – Home/Work/University LocationsSource: Comscore Video Metrix
Property
Total Unique Viewers (000)
Viewing Sessions (000)
Minutes per Viewer
Total Internet : Total Audience
169,646
5,038,485
816.4
Google Sites
141,065
1,829,662
261.6
VEVO
48,998
222,110
81.2
Microsoft Sites
48,812
297,731
46.5
Yahoo! Sites
46,714
200,088
36.3
Facebook.com*
46,661
170,319
18.5
Viacom Digital
45,214
229,856
74.2
AOL, Inc.
38,773
137,362
23.1
Turner Digital
27,447
87,652
25.3
Hulu
27,257
143,461
224.3
NBC Universal
24,185
53,136
20.4
*Facebook.com experienced a positive step-change in its data this month due to the inclusion of an additional video serving location that was not previously credited to Facebook.
Top 10 Video Ad Properties by Video Ads Viewed
Americans viewed 3.8 billion video ads in February, with Hulu generating the highest number of video ad impressions at more than 1.1 billion. Tremor Media Video Network ranked second overall (and highest among video ad networks) with 548.3 million ad views, followed by ADAP.TV (396 million) and SpotXchange Video Ad Network (343 million). Time spent watching videos ads totaled 1.7 billion minutes during the month, with Hulu delivering the highest duration of video ads at 454 million minutes. Video ads reached 42 percent of the total U.S. population an average of 30 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* ViewedRanked by Video Ads ViewedFebruary 2011Total U.S. – Home/Work/University LocationsSource: Comscore Video Metrix
Video Ads (000)
Total Ad Minutes (MM)
Frequency (Ads per Viewer)
% Reach Total U.S. Population
3,829,869
1,661
30.2
42.0%
1,131,047
454
48.1
7.8%
Tremor Media Video Network**
548,323
336
9.0
20.1%
ADAP.TV**
395,864
236
8.2
16.1%
SpotXchange Video Ad Network**
342,878
217
9.7
11.7%
284,767
131
11.7
8.0%
BrightRoll Video Network** †
273,190
157
5.1
17.8%
CBS Interactive
227,808
74
10.1
7.4%
208,799
92
9.2
7.5%
ABC Television
171,359
71
20.9
2.7%
Undertone**
154,191
88
8.1
6.3%
*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†BrightRoll Video Network reported an internal tagging error that led to a potential undercounting of their videos.
Other notable findings from February 2011 include:
About ComscoreComscore, 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 LellaComscore, Inc.+1 (312) 775-6474press@comscore.com