*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 YouTube.com, 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 Facebook.com 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 |
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| 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 |
| Facebook.com | 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. CWTV.com 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 |
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| 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% |
| CWTV.com | 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