comScore Releases October 2010 U.S. Online Video Rankings

*Hulu Delivers 1 Billion Video Ads as Fall TV Season Increases Viewership* 

RESTON, VA, November 15, 2010 – comScore, Inc., a leader in measuring the digital world, today released data from the comScore Video Metrix service showing that 175 million U.S. Internet users watched online video content in October for an average of 15.1 hours per viewer. The total U.S. Internet audience engaged in more than 5.4 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 146.3 million unique viewers. Yahoo! Sites captured the #2 spot with 53.8 million viewers, followed by Viacom Digital, jumping 4 positions in October with 52.9 million viewers. VEVO secured fourth place with 47.6 million viewers, closely followed by with 47.4 million. Google Sites had the highest number of viewing sessions, crossing the 2.0 billion mark in October, and average time spent per viewer at 272 minutes, or 4.5 hours. 

Top U.S. Online Video Properties by Video Content Views
Ranked by Unique Video Viewers
October 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 175,186 5,473,282 908.0
Google Sites 146,346 2,019,298 271.6
Yahoo! Sites 53,839 233,098 30.3
Viacom Digital 52,885 176,457 53.7
VEVO 47,569 236,461 77.9 47,423 162,402 17.1
Microsoft Sites 47,095 265,506 38.9
AOL, Inc. 43,381 195,946 22.9
Fox Interactive Media 38,478 187,204 16.5
Break Media Network 31,115 122,070 41.2
Hulu 29,650 182,404 207.8

 Top 10 Video Ad Properties by Video Ads Viewed 

Americans viewed more than 4.6 billion video ads in October, with Hulu generating the highest number of video ad impressions at a record 1.1 billion. Tremor Media Video Network ranked second overall (and highest among video ad networks) with 533 million ad views, followed by ADAP.TV (435 million) and BrightRoll Video Network (374 million). Video ads reached 45 percent of the total U.S. population an average of 34 times during the month. delivered the highest frequency of video ads to its viewers with an average of 50.8 over the course of the month. 

Top U.S. Online Video Properties by Video Ads* Viewed
Ranked by Video Ads Viewed
October 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 4,678,336 34.1 45.5%
Hulu 1,109,899 38.1 9.7%
Tremor Media Video Network** 533,201 7.0 25.1%
ADAP.TV** 434,839 7.2 20.1%
BrightRoll Video Network** 374,394 5.9 21.1%
CBS Interactive 270,346 9.3 9.7%
Microsoft Sites 227,398 10.1 7.4% 202,842 50.8 1.3%
SpotXchange Video Ad Network** 193,765 5.7 11.2%
AOL, Inc. 172,327 6.3 9.1%
Google Sites 170,509 4.1 13.9%

 *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/server

 Other notable findings from October 2010 include:

  • The top video ad networks in terms of their potential reach of the total U.S. population were: ScanScout at 44.3 percent, Break Media at 42.0 percent and BrightRoll Video Network at 41.9 percent.
  • 84.1 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 12.8 percent of all videos viewed and 1.2 percent of all minutes spent viewing video online.

*Source: comScore

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