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U.S. online video market soars

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CIOL Bureau
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RESTON,US: comScore, Inc., 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.

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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  
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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     Average Videos

                                (000)                    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
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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 Potential Unique Viewers  July 2009

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

Source: comScore Video Metrix

Property                                            Unique

                                                          Viewers       Viewer

                                                          (000)      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
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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. 

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