comScore releases April 2010 US online video rankings
Recently launched in December 2009, Vevo (which includes viewing from the Vevo channel on YouTube) attracted 43.6 million viewers in April, representing a quarter of the US online video audience.
Top 10 video content properties by videos viewed
According to the comScore Video MetrixUS Internet users watched 30.3 billion videos in April, with Google sites ranking as the top video property with 13.1 billion videos, representing 43.2% of all videos viewed online. YouTube accounted for the vast majority of videos viewed at the property. Hulu ranked second with 958 million videos, or 3.2% of all online videos viewed. Microsoft sites ranked third with 644 million (2.1%), followed by Viacom Digital with 384 million (1.3%) and Yahoo! sites with 371 million (1.2%).
| Top US Online Video Content Properties* by Videos Viewed April 2010 | ||
|---|---|---|
| Total US - Home/Work/University Locations | ||
| Source: comScore Video Metrix | ||
| Property | Videos (000) | Share of Videos (%) |
| Total Internet : Total Audience | 30,317,131 | 100.0 |
| Google sites | 13,087,462 | 43.2 |
| Hulu | 958,176 | 3.2 |
| Microsoft sites | 643,711 | 2.1 |
| Viacom Digital | 383,776 | 1.3 |
| Yahoo! sites | 370,947 | 1.2 |
| Vevo | 331,730 | 1.1 |
| Fox Interactive Media | 320,372 | 1.1 |
| CBS Interactive | 316,930 | 1.0 |
| Turner Network | 304,729 | 1.0 |
| AOL LLC | 237,356 | 0.8 |
*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
Nearly 178 million viewers watched an average of 171 videos per viewer during the month of April. Google sites attracted 136.3 million unique viewers during the month (96.0 videos per viewer), followed by Yahoo! sites with 49.5 million viewers (7.5 videos per viewer), and Fox Interactive Media with 43.8 million viewers (7.3 videos per viewer).
Vevo jumped 4 positions in the April ranking taking the #4 spot with 43.6 million viewers, an average of 7.6 videos per viewer.
| Top US Online Video Content Properties* by Unique Viewers April 2010 | ||
|---|---|---|
| Total US - Home/Work/University Locations | ||
| Source: comScore Video Metrix | ||
| Property | Unique Viewers (000) | Average Videos per Viewer |
| Total Internet : Total Audience | 177,840 | 170.5 |
| Google sites | 136,279 | 96.0 |
| Yahoo! sites | 49,496 | 7.5 |
| Fox Interactive Media | 43,762 | 7.3 |
| Vevo | 43,588 | 7.6 |
| FACEBOOK.COM | 41,335 | 5.6 |
| Microsoft sites | 40,161 | 16.0 |
| CBS Interactive | 39,268 | 8.1 |
| Hulu | 38,714 | 24.7 |
| Viacom Digital | 38,455 | 10.0 |
| Turner Network | 32,591 | 9.4 |
*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 April, Tremor Media ranked as the top video ad network with a potential reach of 92.6 million viewers, or 52.1% of the total video viewing audience. ScanScout Network ranked second with a potential reach of 80.7 million viewers (45.4% penetration) followed by Advertising.com Video Network with 78.4 million viewers (44.1%).
| Top US Online Video Ad Networks by Potential Reach of Unique Viewers April 2010 | ||
|---|---|---|
| Total US - Home/Work/University Locations | ||
| Source: comScore Video Metrix | ||
| Property | Unique Viewers (000) | Viewer Penetration |
| Total Internet : Total Audience | 177,840 | 100.0 |
| Tremor Media - Potential Reach | 92,601 | 52.1 |
| ScanScout Network - Potential Reach | 80,723 | 45.4 |
| Advertising.com Video Network - Potential Reach | 78,390 | 44.1 |
| YuMe Video Network - Potential Reach | 76,762 | 43.2 |
| BBE - Potential Reach | 69,770 | 39.2 |
| Adconion Video Network - Potential Reach | 67,688 | 38.1 |
| Break Media Network - Potential Reach | 67,391 | 37.9 |
| SpotXchange Video Ad Network - Potential Reach | 67,310 | 37.8 |
| TidalTV - Potential Reach | 65,698 | 36.9 |
| BrightRoll Video Network - Potential Reach | 59,229 | 33.3 |
Other notable findings from April 2010 include:
- The top video ad networks in terms of their actual reach delivered were: Joost Video Network (by Adconion Media Group) with 36.6% penetration of online video viewers, BrightRoll Video Network with 19.5%, and BBE with 18.5%.
- 83.5% of the total US Internet audience viewed online video.
- 135.7 million viewers watched 13.0 billion videos on YouTube.com (96.0 videos per viewer).
- The average Hulu viewer watched 24.7 videos, totalling 2.5 hours of video per viewer.
- The duration of the average online video was 4.4 minutes.
Source: comScore
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