U.S. Online Video Market Soars in July

TV Viewers Turn to Internet for Fresh Content with Shows on Summer Hiatus; Hulu Reaches All-Time High with 457 Million Video Views 

 comScore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today released July 2009 data from the comScore Video Metrix service, showing that 158 million U.S. Internet users watched online video during the month, the largest audience ever recorded. Online video reached another all-time high in July with a total of 21.4 billion videos viewed during the month.

Top 10 Video Content Properties by Videos Viewed

In July, Google Sites continued to rank as the top U.S. video property with a record 8.9 billion videos viewed, making up 42 percent of all videos viewed online. YouTube.com accounted for more than 99 percent of all videos viewed at the property. Viacom Digital ranked second with 812 million (3.8 percent) followed by Microsoft Sites with 631 million videos viewed (3.0 percent). 

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Top U.S. Online Video Content Properties* by Videos Viewed

July 2009

Total U.S. – Home/Work/University Locations

Source: comScore Video Metrix

Property                   Videos       Share (%) of

                           (000)           Videos

Total Internet         21,371,342              100.0

Google Sites            8,953,948               41.9

Viacom Digital            812,343                3.8

Microsoft Sites           630,631                3.0

Fox Interactive Media     558,500                2.6

Hulu                      457,010                2.1

Turner Network            390,848                1.8

Yahoo! Sites              374,746                1.8

Disney Online             169,756                0.8

CBS Interactive           150,165                0.7

ABC Television            137,800                0.6

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*Rankings based on video content sites; excludes video server networks.  Online video includes both streaming and progressive download video.

 

Top 10 Video Content Properties by Viewers

More than 158 million viewers watched an average of 135 videos during the month of July. Google Sites surpassed its all time high with 121 million unique viewers during the month (74.1 videos per viewer), followed by Microsoft Sites with 65 million viewers (9.8 videos per viewer) and Fox Interactive Media with 52 million viewers (10.8 videos per viewer).

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Top U.S. Online Video Content Properties* by Unique Viewers

July 2009

Total U.S. – Home/Work/University Locations

Source: comScore Video Metrix

Property                Unique Viewers (000)    Average Videos per Viewer

Total Internet                       158,384                        134.9

Google Sites                         120,852                         74.1

Microsoft Sites                       64,540                          9.8

Fox Interactive Media                 51,830                         10.8

Yahoo! Sites                          47,363                          7.9

Viacom Digital                        42,415                         19.2

Hulu                                  38,132                         12.0

Turner Network                        35,676                         11.0

CBS Interactive                       30,736                          4.9

AOL LLC                               24,161                          5.2

FACEBOOK.COM                          20,517                          4.0

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*Rankings based on video content sites; excludes video server networks.  Online video includes both streaming and progressive download video.

 

Top Video Ad Networks by Potential Reach

In July, ScanScout Network ranked as the #1 video ad network with a potential reach of 80.1 million viewers, or 50.6 percent of the total viewing audience. Tremor Media ranked second with a potential reach of 71.1 million viewers (44.9 percent penetration) followed by YuMe Video Network with 68.1 million viewers (43.0 percent).

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Top U.S. Online Video Ad Networks by Unique Viewers

July 2009

Total U.S. – Home/Work/University Locations

Source: comScore Video Metrix

Property                           Unique Viewers (000)    Viewer Penetration

Total Internet : Total Audience                 158,384                 100.0

ScanScout Network – Potential Reach              80,134                  50.6

Tremor Media – Potential Reach                   71,170                  44.9

YuMe Video Network – Potential Reach             68,163                  43.0

Broadband Enterprises Video Network –            62,680                  39.6
Potential Reach

BrightRoll Video Network – Potential Reach       62,357                  39.4

Advertising.com Video Network – Potential Reach  53,802                  34.0

SpotXchange Video Ad Network – Potential Reach   47,428                  29.9

Break Media Video Ad Network – Potential Reach   36,262                  22.9

Nabbr – Potential Reach                          19,918                  12.6

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Other notable findings from July 2009 include:

  • The top video ad networks in terms of their actual delivered reach were: Tremor Video Network (20.1 percent viewer penetration), Brightroll Video Network (17.4 percent), and BroadbandEnterprises.com (14.4 percent).
  • 81.0 percent of the total U.S. Internet audience viewed online video.
  • The average online video viewer watched 500 minutes of video, or 8.3 hours.
  • 120.3 million viewers watched 8.9 billion videos on YouTube.com (74.1 videos per viewer).
  • 48.2 million viewers watched 518.6 million videos on MySpace.com (10.8 videos per viewer).
  • The average Hulu viewer watched 12.0 videos, totaling 1 hour and 13 minutes of videos per viewer.
  • The duration of the average online video was 3.7 minutes.

 

About comScore

comScore, Inc. (NASDAQ: SCOR) is a global leader in measuring the digital world and preferred source of digital marketing intelligence. For more information, please visit www.comscore.com/companyinfo.

Contact:
Andrew Lipsman
comScore, Inc.
press@comscore.com
312.775.6510

 

Source: comScore, Inc.