comScore Releases September 2010 U.S. Online Video Rankings

*Microsoft Sites Climbs to Fourth Place in Video Content Ranking with 45 Million Viewers*

RESTON, VA, October 12, 2010 – comScore, Inc. (NASDAQ: SCOR), 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 September for an average of 14.4 hours per viewer. The total U.S. Internet audience engaged in more than 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 144.2 million unique viewers. Yahoo! Sites captured the #2 spot with 54.4 million viewers, followed by with 52.2 million viewers. Microsoft Sites jumped 3 positions in September, securing fourth place with 45.5 million viewers. Google Sites had the highest number of overall viewing sessions with 1.9 billion and average time spent per viewer at 260 minutes, or 4.3 hours.

Top U.S. Online Video Properties by Video Content Views
Ranked by Unique Video Viewers
September 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 174,685 5,254,794 863.7
Google Sites 144,166 1,904,315 260.4
Yahoo! Sites 54,356 239,154 31.5 52,174 202,813 18.5
Microsoft Sites 45,490 282,449 40.6
Fox Interactive Media 43,851 240,037 18.3
VEVO 43,650 208,442 73.3
Viacom Digital 33,570 72,095 46.7
NBC Universal 29,961 62,315 16.5
Hulu 29,890 145,070 162.6
Turner Network 27,195 91,836 25.4

Top 10 Video Ad Properties by Video Ads Viewed

Americans viewed more than 4.3 billion video ads in September, with Hulu generating the highest number of video ad impressions at 794 million. Tremor Media Video Network ranked second overall (and highest among video ad networks) with 526 million ad views, followed by BrightRoll Video Network (476 million) and ADAP.TV (444 million). Video ads reached 45 percent of the total U.S. population an average of 32 times during the month. Hulu delivered the highest frequency of video ads to its viewers with an average of 27.5 over the course of the month.

Top U.S. Online Video Properties by Video Ads* Viewed
Ranked by Video Ads Viewed
September 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 4,371,577 32.2 45.4%
Hulu 793,976 27.5 9.7%
Tremor Media Video Network** 525,823 6.7 26.1%
BrightRoll Video Network** 476,476 6.7 23.7%
ADAP.TV 444,244 7.4 20.1%
Google Sites 242,682 5.0 16.2%
Microsoft Sites 226,723 8.7 8.7%
SpotXchange Video Ad Network** 209,098 5.7 12.3%
CBS Interactive 184,446 5.8 10.7%
TubeMogul Video Ad Platform** 179,393 4.8 12.6%
Break Media Network** 174,045 6.5 9.0%

*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/server

Other notable findings from September 2010 include:

  • The top video ad networks in terms of their potential reach of the total U.S. population were: ScanScout at 46.8 percent, BrightRoll Video Network at 44.5 percent, and Break Media at 44.1 percent.
  • 83.9 percent of the total U.S. Internet audience viewed online video.
  • The duration of the average online content video was 4.9 minutes, while the average online video ad was 0.4 minutes.
  • Video ads accounted for 12.3 percent of all videos viewed and 1.2 percent of all minutes spent viewing video online.

*Source: comScore

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