Hulu Generates 3 in 10 Online Video Ad Impressions in April

May 20, 2011

comscore-top10-video-properties-by-ads-apr11-may11.gifHulu generated about 1.1 billion video ad impressions in April 2011, accounting for about 29% of the 3.8 billion video ad impressions viewed in total by US web users during the month, according to comScore VideoMetrix data. Hulu also led in total ad minutes (470) and average ads per viewer (45).

What makes Hulu’s video ad impression totals even more impressive is that the site only reaches 8.4% of the US population, placing it sixth among the top 10 generators of video ad impressions.

Tremor, ADAP.TV Follow Hulu

Tremor Media Video Network followed Hulu with about 603 million video ad impressions during April, narrowly beating number three ADAP.TV with about 600 million. Viacom Digital came in second in terms of average ads per viewer (13.4), while BrightRoll Video Network had the highest population reach (22%).

YouTube Drives Google Dominance

comscore-top10-video-properties-by-video-content-views-apr11-may11.gifGoogle sites, driven primarily by video viewing at, ranked as the top online video content property in April with 142.7 million unique viewers, followed by VEVO with 55.2 million viewers and Yahoo sites with 53.2 million viewers. came in fourth with 46.7 million viewers, while Microsoft sites ranked fifth with 46.5 million viewers.

Google sites had the highest number of viewing sessions with more than 1.9 billion, and highest time spent per viewer at 286 minutes, or 4.8 hours. VEVO’s viewership reached record levels in April, crossing the 300 million viewing sessions mark and averaging 1.7 hours per viewer.

Other Findings

  • The top video ad networks in terms of their potential reach of the total US population were: Tremor Media at 47.1%, BrightRoll Video Network at 40.1% and Break Media at 39.1%.
  • 172 million Americans, 81.9% of the US internet audience, viewed online video.
  • The duration of the average online content video was 5.2 minutes, while the average online video ad was 0.4 minutes.
  • Video ads accounted for 11.6 % of all videos viewed and 1.1% of all minutes spent viewing video online.

AOL Loses Significant MOM Viewers

On a month-over-month basis, AOL lost about 30% of its unique audience, falling from 57 million viewers in March 2011 to 40 million in April 2011. AOL dropped from second to seventh place in ranking by unique audience. No other site on the list of top 10 online video content properties by unique viewers had anywhere near as significant a chance in month-over-month viewership.

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