Technology | Media | Telecommunications

Tuesday, June 08, 2010

178 Million U.S. Consumers Watching Online Video

comScore released April 2010 data showing that 178 million U.S. Internet users watched online video during the month. Recently launched in December 2009, Vevo (which includes viewing from the Vevo channel on YouTube) attracted 43.6 million viewers in April, representing a quarter of the U.S. online video audience.

U.S. Internet users watched 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, or 3.2 percent of all online videos viewed. Microsoft Sites ranked third with 644 million (2.1 percent), followed by Viacom Digital with 384 million (1.3 percent) and Yahoo! Sites with 371 million (1.2 percent).

Nearly 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), and Fox Interactive Media with 43.8 million viewers (7.3 videos per viewer). Vevo jumped 4 positions in the April ranking taking the #4 spot with 43.6 million viewers, an average of 7.6 videos per viewer.

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 with a potential reach of 80.7 million viewers (45.4 percent penetration) followed by Advertising.com Video Network with 78.4 million viewers (44.1 percent).

Other notable comScore findings from April 2010 include:

- The top video ad networks in terms of their actual reach delivered were: Joost Video Network (by Adconion 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.