While online video site Hulu only ranked 10th among US sites in unique visitors during January 2010, those visitors produced high numbers of sessions and viewing minutes, according to new comScore Video Metrix data. Hulu ranked second for the month in average minutes per viewer (236.4) and third in viewing sessions (about 127 million).
Hulu Approaches Google Minutes
Fueled primarily by its ownership of YouTube, the dominant online video platform in the US, Google retained its lead in all three metrics tracked by comScore. However, it is interesting to note that while Google held monumental advantages in total unique viewers (about 144 million) and viewing sessions (about 1.9 billion), its lead on Hulu in average minutes per viewer (283.4) was less pronounced.
No other site approached either Google or Hulu in minutes, Vevo came in a distant third with 91.9, which in turn was well more than any other online video platform during the month.
Vevo, Yahoo Do Relatively Well
Vevo came in second in terms of total unique viewers (51 million), followed by Yahoo (48.7 million). Yahoo came in second for viewing sessions (193 million).
A total of 171 million US internet users watched online video content in January for an average of 14.5 hours per viewer. The total US internet audience engaged in nearly 4.9 billion viewing sessions during the course of the month.
Hulu Leads Several Video Ad Metrics
Americans viewed more than 4.3 billion video ads in January. In more good news for Hulu, the site generated the highest number of video ad impressions at nearly 1.1 billion. Tremor Media Video Network ranked second overall (and highest among video ad networks) with 503.7 million ad views, followed by ADAP.TV (432 million) and Microsoft Sites (415 million).
Time spent watching videos ads totaled 1.7 billion minutes during the month, with Hulu streaming the largest duration at 434 million minutes. Video ads reached 45% of the total US population an average of 32 times during the month. Hulu delivered the highest frequency of video ads to its viewers with an average of 44.6 during the course of the month.
Online Video Has Strong 2010
The online video market continued to gain momentum in 2010, with an average of 179 million Americans watching video each month, according to a new white paper from comScore. “The 2010 US Digital Year in Review” indicates that engagement levels also rose during the year, with viewers watching online videos more frequently.