Online Video Viewership Grows

July 18, 2011

comscore-video-viewers-june-11-july-2011.JPGThe number of unique US viewers visiting the top 10 online video properties by viewer increased month-over-month in June 2011, according to comScore Video Metrix data. The total number of unique viewers increased 1%, from 176.3 million to 178.4 million.

3 of Top 4 Properties Grow Viewership

Three of the top four online video properties all increased their unique viewership in June 2011 compared to the prior month. Google (including leading online video site, grew its unique viewership 1%, from 147.1 million to 149.2 million, while Vevo’s uniqe audience increased 4%, from 60.3 million to 63 million.

Microsoft, which rose from number six to number four, reported a dramatic 9% growth from 46.5 million viewers to 50.7 million viewers. Yahoo remained stable at number three but lost 5% of its unique viewers from May, dropping from 55.5 million to 52.7 million.

Hulu, Facebook Lose Viewers

Facebook, which dropped from fourth to sixth place, and Hulu, which rose from 10th to ninth place, also reported declining month-over-month viewership. Facebook dropped from 48.2 million unique viewers to 47.7 million, a 1% decline, while Hulu went from 28.5 million viewers to 26.7 million viewers, a roughly 7% drop.

Hulu Dominates Ad Views

comscore-video-properties-jun-11-july-2011.JPGAmericans viewed nearly 5.3 billion video ads in June, with Hulu generating the highest number of video ad impressions at more than 1 billion. Tremor Media Video Network ranked second overall (and highest among video ad networks) with 753 million ad views, followed by (678 million) and BrightRoll Video Network (629 million).

Time spent watching videos ads totaled more than 2.2 billion minutes during the month, with Tremor Media Video Network delivering the highest duration of video ads at 429 million minutes. Video ads reached 49% of the total U.S. population an average of 35.6 times during the month. Hulu delivered the highest frequency of video ads to its viewers with an average of 38.8 during the course of the month.

Other Findings

  • The top video ad networks in terms of their potential reach of the total U.S. population were: Tremor Media at 44.3%, BrightRoll Video Network at 38.5% and Break Media at 37.6%.
  • 85.6% of the U.S. internet audience viewed online video.
  • The duration of the average online content video was 5.4 minutes, while the average online video ad was 0.4 minutes.
  • Video ads accounted for 13.6% of all videos viewed and 1.3% of all minutes spent viewing video online.

Vevo Grows Viewers 44% YOY

Although only about 177.5 million Americans viewed online video in June 2010, representing year-over-year growth of 0.5% in June 2011, Google reported year-over-year unique audience growth of about 3%, from 144.5 million viewers. Although Yahoo slipped from number two in June 2010 to number three in June 2010, the property boosted its unique video viewership 17% from 44.9 million. Vevo, which jumped from third to second place, reported even more impressive year-over-year growth of 44%, from 43.7 million.

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