Friday, August 27, 2010

Video & Social Media


A new study was released this week:

YouTube Still Outruns Yahoo! And Facebook For Video Viewers

According to July data from comScore, 178 million U.S. Internet users watched online video content during the month for an average of 14.7 hours per viewer. Google Sites, driven primarily by video viewing at YouTube.com, ranked as the top online video content property with 143.2 million unique viewers, followed by Yahoo! Sites, with 55.1 million viewers. Facebook.com jumped one position to capture the #3 spot.

Google Sites had the highest number of overall viewing sessions with 1.9 billion and average time spent per viewer at 283 minutes, or 4.7 hours.

Top U.S. Online Video Properties by Video Content Views (July 2010 Total U.S. Home/Work/University Locations)

Property

Total Unique Viewers (000)

Viewing Sessions (000)

Minutes per Viewer

Total Internet Audience

178,148

5,234,655

882.0

Google Sites

143,226

1,884,498

282.7

Yahoo! Sites

55,107

238,322

28.6

Facebook.com

46,571

166,186

18.3

Microsoft Sites

45,558

219,149

40.2

VEVO

43,911

202,091

68.5

Fox Interactive Media

38,136

164,760

27.2

Turner Network

33,442

107,793

25.3

Viacom Digital

30,715

70,617

44.8

Disney Online

28,475

64,104

6.0

Hulu

28,455

153,845

158.0

Source: comScore Video Metrix

Americans viewed nearly 3.6 billion video ads in July, with Hulu generating the highest number of video ad impressions at 783 million. Tremor Media Video Network ranked second overall (and highest among video ad networks), followed by BrightRoll Video Network and Microsoft Sites. Video ads reached 44.5% of the total U.S. population an average of 27 times during the month. Hulu delivered the highest frequency of video ads to its viewers with an average of 27.9 over the course of the month.

Top U.S. Online Video Properties by Video Ads Viewed (July 2010 Total U.S. Home/Work/University Locations)

Property

Video Ads (000)

Frequency (Ads per Viewer)

% Reach Total U.S. Population

Total Internet Audience

3,559,928

26.8

44.5

Hulu

783,304

27.9

9.4

Tremor Media Video Network

451,864

8.0

19.0

BrightRoll Video Network

248,345

6.0

13.9

Microsoft Sites

232,256

9.1

8.5

Google Sites

219,326

4.6

15.9

Crosspoint Media

206,269

7.3

9.5

SpotXchange Video Ad Network

170,895

4.3

13.4

CBS Interactive

134,798

6.1

7.4

BBE

120,179

4.5

8.9

Viacom Digital

110,810

5.4

6.9

Source: comScore Video Metrix

Additional findings from July 2010 include:

  • The top video ad networks in terms of their potential reach of the total U.S. population were: ScanScout Network at 40.5%, BrightRoll Video Network at 39.4%, and Break Media Network at 38.7%
  • 84.9% of the total U.S. Internet audience viewed online video
  • The duration of the average online content video was 4.8 minutes, while the average online video ad was 0.4 minutes
  • Video ads accounted for 9.8% of all videos viewed and 0.9% of all minutes spent viewing video online

More information from comScore may be found here.

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