comScore Releases November 2010 U.S. Online Video Rankings

*Viewers at Google Sites Watch Average 4.5 Hours of Video During Month*

RESTON, VA, December 16, 2010 – comScore, Inc., 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 November. 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, ranked as the top online video content property with 145.8 million unique viewers. Yahoo! Sites took the #2 spot with 61.8 million viewers, followed by VEVO with 50.3 million viewers. AOL, Inc., which recently acquired 5min in September, secured fourth place with 47.7 million viewers. Viacom Digital closely followed with 47.3 million viewers. Google Sites had the highest number of viewing sessions with nearly 2.0 billion, and average time spent per viewer at 271 minutes, or 4.5 hours.

Top U.S. Online Video Properties by Video Content Views
Ranked by Unique Video Viewers
November 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 172,343 5,190,734 884.6
Google Sites 145,829 1,979,988 271.2
Yahoo! Sites 61,803 241,208 26.4
VEVO 50,320 261,368 85.4
AOL, Inc. 47,687 251,112 30.2
Viacom Digital 47,282 146,570 55.2 42,500 131,209 15.9
Microsoft Sites 35,348 144,422 49.9
Fox Interactive Media 31,552 115,961 18.1
NBC Universal 29,192 63,293 20.1
Turner Digital 27,714 95,346 24.1

Top 10 Video Ad Properties by Video Ads Viewed

Americans viewed more than 5.4 billion video ads in November, 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 477 million ad views, followed by ADAP.TV (446 million) and Microsoft Sites (427 million). Video ads reached 49 percent of the total U.S. population an average of 36.8 times during the month. delivered the highest frequency of video ads to its viewers with an average of 68.5 over the course of the month after recently starting to run full ad-loads comparable to those of television.

Top U.S. Online Video Properties by Video Ads* Viewed
Ranked by Video Ads Viewed
November 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 5,391,715 36.8 48.6
Hulu 1,150,651 42.4 9.0
Tremor Media Video Network** 477,416 7.1 22.4
ADAP.TV** 446,173 8.8 16.8
Microsoft Sites 426,839 11.1 12.8
BrightRoll Video Network** 386,658 6.3 20.4** 331,232 27.2 4.0
CBS Interactive 279,976 9.5 9.7
Google Sites 241,233 4.9 16.3
AOL, Inc. 216,854 6.5 11.1 200,483 68.5 1.0

*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 November 2010 include:

  • The top video ad networks in terms of their potential reach of the total U.S. population were: ScanScout Network at 44.3 percent, BrightRoll Video Network at 41.5 percent and Break Media at 39.9 percent.
  • 84.2 percent of the U.S. Internet audience viewed online video.
  • The duration of the average online content video was 5.1 minutes, while the average online video ad was 0.4 minutes.
  • Video ads accounted for 15.3 percent of all videos viewed and 1.4 percent of all minutes spent viewing video online.

*Source: comScore

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