Technology-Headlines

by George Heymann

comScore releases May 2011 US online video rankings

by John Roberts

Technology Market

ComScore, a leader in measuring the digital world, has released data from the comScore Video Metrix service showing that 176 million US Internet users watched online video content in May for an average of 15.9 hours per viewer. The total US 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 five 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

The average YouTube viewer watches more than five hours of video per month, according to comScore

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 US 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 US 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.
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