U.S. Online Video Market Soars in July as Summer Vacation Drives Pickup in Entertainment and Leisure Activities Online

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

RESTON, VA, August 27, 2009 – 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).

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 (000)

Share (%) of 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

*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).

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

*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).

Top U.S. Online Video Ad Networks by Potential 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 - Potential Reach

62,680

39.6

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

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.

Press
Bill Daddi
Daddi Brand Communications
646-370-1341
press@comscore.com