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Americans Watch 30.3B Online Videos in April ’10

by MarketingCharts staff
Americans Watch 30.3B Online Videos in April ’10
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Google Sites Maintains Top Spot
Continuing a long-term trend that shows no signs of stopping or receding, Google Sites ranked as the top video property with 13.1 billion videos, representing 43.2% 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% of all online videos viewed. Microsoft Sites ranked third with 644 million (2.1%), followed by Viacom Digital with 384 million (1.3%) and Yahoo Sites with 371 million (1.2%).

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Vevo Starts Strong
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. Vevo ranked sixth among video properties with 331.7 million videos viewed, or 1.1% of the total.

Google Sites Averages 96 Videos per Viewer
Nearly 178 million viewers watched an average of 171 videos per viewer during April 2010. Google Sites attracted 136.3 million unique viewers during the month (96 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 four positions in the April ranking, taking the number spot with 43.6 million viewers, an average of 7.6 videos per viewer.

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Tremor Tops Ad Networks Again
Continuing another long-term trend, Tremor Media ranked as the top video ad network with a potential reach of 92.6 million viewers, or 52.1% of the total video viewing audience. ScanScout Network ranked second with a potential reach of 80.7 million viewers (45.4% penetration) followed by Advertising.com Video Network with 78.4 million viewers (44.1%).

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Other Findings

  • The top video ad networks in terms of their actual reach delivered were: Joost Video Network (by Adconion Media Group) with 36.6% penetration of online video viewers, BrightRoll Video Network with 19.5%, and BBE with 18.5%.
  • 83.5% of the total US internet audience viewed online video.
  • 135.7 million viewers watched 13 billion videos on YouTube.com (96 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.

Americans Watch 31.2B Online Videos in March ’10
More than 180 million US internet users watched 31.2 billion videos in March 2010, according to previous findings from the comScore Video Metrix service. Slightly more than four of every 10 online videos viewed in the US in March 2010 were viewed on Google Sites. YouTube accounted for the vast majority of videos viewed at the property.

Google Sites were also the clear winner in terms of number of unique viewers and average videos per viewer in March 2010. About 136 million unique viewers watched an average of 96 videos during the month. Following were Yahoo Sites with 56.2 million viewers (8.5 videos per viewer) and CBS Interactive with 46.7 million viewers (9.8 videos per viewer). Hulu, ranked seventh in terms of unique viewers (40 million), had the second-highest average videos per viewer (26.7). In total, 180.2 million Americans viewed an average of 173.3 videos each.