Comscore Releases August 2010 U.S. Online Video Rankings

Facebook.com Secures Second Place in Online Video Content Ranking with 59 Million Viewers

RESTON, VA, September 30, 2010 – Comscore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today released data from the Comscore Video Metrix service showing that 178 million U.S. Internet users watched online video content in August for an average of 14.3 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 YouTube.com, ranked as the top online video content property with 146.3 million unique viewers. Facebook.com jumped one position to capture the #2 spot with 58.6 million viewers, for a total of 243 million viewing sessions. Yahoo! Sites ranked third with 53.9 million viewers, followed by VEVO with45.4 million. Google Sites had the highest number of overall viewing sessions with 1.9 billion and average time spent per viewer at 270 minutes, or 4.5 hours.

Top U.S. Online Video Properties by Video Content Views
Ranked by Unique Video Viewers
August 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

177,622

5,230,690

860.4

Google Sites

146,274

1,903,240

269.5

Facebook.com

58,596

243,210

20.5

Yahoo! Sites

53,929

229,087

31.6

VEVO

45,357

205,838

69.0

Fox Interactive Media

43,127

153,923

13.1

Break Media Network

42,410

167,054

25.9

Microsoft Sites

39,322

219,296

50.7

NBC Universal

32,833

65,059

14.8

Viacom Digital

32,257

76,458

49.5

Turner Network

29,776

90,716

24.9

Top 10 Video Ad Properties by Video Ads Viewed

Americans viewed more than 3.8 billion video ads in August, with Hulu generating the highest number of video ad impressions at 790 million. BrightRoll Video Network ranked second overall (and highest among video ad networks) with 469 million ad views, followed by Tremor Media Video Network (442 million) and Microsoft Sites (234 million). Video ads reached 45 percent of the total U.S. population an average of 28 times during the month. Hulu delivered the highest frequency of video ads to its viewers with an average of 30 over the course of the month.

Top U.S. Online Video Properties by Video Ads* Viewed
Ranked by Video Ads Viewed
August 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

3,811,351

28.3

45.1

Hulu

789,859

30.2

8.8

BrightRoll Video Network**

468,545

7.2

21.9

Tremor Media Video Network**

441,678

6.9

21.4

Microsoft Sites

233,949

8.8

8.9

Google Sites

216,607

4.5

16.1

Break Media Network

204,360

5.4

12.6

Crosspoint Media**

191,366

7.0

9.2

SpotXchange Video Ad Network**

172,263

5.1

11.3

CBS Interactive

170,242

6.5

8.8

BBE**

160,603

4.8

11.2

*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 August 2010 include:

  • The top video ad networks in terms of their potential reach of the total U.S. population were: Break Media at 46.4 percent, BrightRoll Video Network at 45.0 percent, and ScanScout Network at 44.5 percent.
  • 85.1 percent of the total U.S. Internet audience viewed online video.
  • The duration of the average online content video was 4.8 minutes, while the average online video ad was 0.4 minutes.
  • Video ads accounted for 10.7 percent of all videos viewed and 1.0 percent of all minutes spent viewing video online.

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:
Adam Lella
Comscore, Inc.
+1 (312) 775-6474
press@comscore.com