Commentary
30 Billion Videos Watched Online in April
- by Jack Loechner , Staff Writer @mp_research, June 11, 2010
According to a recent comScore Video Metrix service, 178 million U.S. Internet users watched online video during the month, and topped 30.3 billion videos in April, with Google Sites ranking as the top video property with 13.1 billion videos, representing 43.2 percent of all videos viewed online.
YouTube accounted for the vast majority of videos viewed at the property. Hulu ranked second with 958 million videos, followed by Microsoft Sites, Viacom Digital, and Yahoo! Sites.
Top U.S. Online Video Content Properties by Videos Viewed (April 2010 Total U.S. - Home/Work/University Locations) | ||
Property | Videos (000) | Share of Videos (%) |
Total Internet Audience | 30,317,131 | 100.0 |
Google Sites | 13,087,462 | 43.2 |
Hulu | 958,176 | 3.2 |
Microsoft Sites | 643,711 | 2.1 |
Viacom Digital | 383,776 | 1.3 |
Yahoo! Sites | 370,947 | 1.2 |
Vevo | 331,730 | 1.1 |
Fox Interactive Media | 320,372 | 1.1 |
CBS Interactive | 316,930 | 1.0 |
Turner Network | 304,729 | 1.0 |
AOL LLC | 237,356 | 0.8 |
Source: comScore Video Metrix, June 2010 | ||
178 million viewers watched an average of 171 videos per viewer during the month of April. Google Sites attracted 136.3 million unique viewers during the month (96.0 videos per viewer), followed by Yahoo! Sites with 49.5 million viewers (7.5 videos per viewer), then Fox Interactive Media and Vevo
Top U.S. Online Video Content Properties by Unique Viewers (April 2010 Total U.S. - Home/Work/University Locations) | ||
Property | Unique Viewers | Average Videosper Viewer (000) |
Total Internet Audience | 177,840 | 170.5 |
Google Sites | 136,279 | 96.0 |
Yahoo! Sites | 49,496 | 7.5 |
Fox Interactive Media | 43,762 | 7.3 |
Vevo | 43,588 | 7.6 |
Facebook.com | 41,335 | 5.6 |
Microsoft Sites | 40,161 | 16.0 |
CBS Interactive | 39,268 | 8.1 |
Hulu | 38,714 | 24.7 |
Viacom Digital | 38,455 | 10.0 |
Turner Network | 32,591 | 9.4 |
Source: comScore Video Metrix, June 2010 | ||
In April, Tremor Media ranked as the top video ad network with a potential reach of 92.6 million viewers, or 52.1 percent of the total video viewing audience, ScanScout Network ranked second, followed by Advertising.com Video Network.
Top U.S. Online Video Ad Networks by Potential Reach of Unique Viewers April 2010 (Total U.S. - Home/Work/University Locations) | ||
Property-Potential Reach | Unique Viewers | Viewer Penetration (000) |
Total Internet Audience | 177,840 | 100.0 |
Tremor Media | 92,601 | 52.1 |
ScanScout Network | 80,723 | 45.4 |
Advertising.com Video Network | 78,390 | 44.1 |
YuMe Video Network | 76,762 | 43.2 |
BBE | 69,770 | 39.2 |
Adconion Video Network | 67,688 | 38.1 |
Break Media Network | 67,391 | 37.9 |
SpotXchange Video Ad Network | 67,310 | 37.8 |
TidalTV | 65,698 | 36.9 |
BrightRoll Video Network | 59,229 | 33.3 |
Source: comScore Video Metrix, June 2010 | ||
Other notable findings from April 2010 include:
- Media Group) with 36.6 percent penetration of online video viewers, BrightRoll Video Network with 19.5 percent, and BBE with 18.5 percent.
- 83.5 percent of the total U.S. Internet audience viewed online video.
- 135.7 million viewers watched 13.0 billion videos on YouTube.com (96.0 videos per viewer).
- The average Hulu viewer watched 24.7 videos, totaling 2.5 hours of video per viewer.
- The duration of the average online video was 4.4 minutes.
- The top video ad networks in terms of their actual reach delivered were: Joost Video Network (by Adconion
For more information from comScore, please visit here.
Jack Loechner is the Editor of The Center for Media Research's daily Research Brief. You can reach him at jack@mediapost.com.
As usual we enjoy your statistical analysis of "stuff" . . . especially video. If 30+ billion videos were viewed in the US alone, than we wonder how many videos were viewed worldwide?
Still, what the 'survey' doesn't tell - what were they watching? 12 million watching the latest music video from Lady Gaga? 500,000 for Young Girl Drops C-word? How ever many who watch part or all of whatever sounds Susan Boyle and Soulja Boy are making at the moment? There are lots of videos going round. Just putting your brand out there on most, will do nothing but put your brand out there.
The New Generation has something past generations didn't have. The ability to ingest many souces at once, and tune out what they don't want.
Anyway, that's my 2 cents.
Spoiler alert...I am clearly biased, however, I continue to be stunned that " POTENTIAL " reach is the main data point released and focused up, while " ACTUAL " reach is but a simple *asterisked* side note.
I could " POTENTIALLY " win the lottery, and play with the numbers to clearly show myself as the PowerBall Jackpot winner of video...( play on words here, for those watching from the cheap seats ), however, it doesn't make it so.
I would be more impressed with the numbers if it was not for the fact that everytime I load a page with a YouTube video on it it starts playing without me clicking on it.
Lies, damned lies, and statistics...
Advertising in online videos is moving toward full length program ads. Check out the Luminosity Marketing Blog on The LOST Phenomenon for our analysis. http://luminositymarketing.com/blog/?p=1135