comScore releases 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.
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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 |
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Property |
Total Unique
Viewers (000) |
Viewing
Sessions (000) |
Minutes per
Viewer |
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Total Internet : Total Audience |
172,109 |
5,156,086 |
873.1 |
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Google Sites |
144,757 |
1,924,214 |
274.3 |
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Yahoo! Sites |
53,050 |
191,367 |
30.0 |
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VEVO |
50,594 |
266,448 |
89.9 |
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AOL, Inc. |
48,550 |
252,561 |
31.2 |
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Viacom Digital |
45,880 |
148,321 |
51.6 |
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Facebook.com |
41,119 |
124,546 |
14.6 |
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Microsoft Sites |
36,589 |
132,747 |
50.4 |
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Fox Interactive Media |
28,902 |
90,959 |
19.3 |
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Turner Digital |
26,943 |
89,204 |
23.4 |
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Hulu |
26,493 |
131,127 |
217.1 |
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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.
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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 |
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Property |
Video Ads
(000) |
Frequency
(Ads per Viewer) |
% Reach
Total U.S.
Population |
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Total Internet : Total Audience |
5,910,646 |
39.8 |
49.1 |
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Hulu |
1,227,929 |
47.1 |
8.6 |
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Tremor Media Video Network** |
1,021,693 |
11.8 |
28.6 |
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ADAP.TV** |
681,543 |
11.9 |
19.0 |
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BrightRoll Video Network** |
587,946 |
8.7 |
22.3 |
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Microsoft Sites |
423,000 |
10.2 |
13.7 |
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CBS Interactive |
271,461 |
8.9 |
10.1 |
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AOL, Inc. |
231,884 |
6.7 |
11.5 |
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Undertone** |
226,822 |
9.2 |
8.1 |
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Google Sites |
223,842 |
4.8 |
15.3 |
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TubeMogul Video Ad Platform** |
174,062 |
4.1 |
14.2 |
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*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
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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.