Microsoft Has 280M Viewing Sessions
Microsoft Sites jumped three positions in comScore’s ranking of top US online video properties by unique viewer in September 2010, coming in fourth place. Microsoft Sites had 282.4 million viewing sessions and an average of 40 minutes per viewer.
Google Sites, driven primarily by video viewing at YouTube.com, ranked as the top online video content property with 144.2 million unique viewers, 1.9 billion viewing sessions and an average of 260 minutes per viewer.
Yahoo Sites followed with 54.4 million viewers, 239.1 million viewing sessions and an average of 31.5 minutes per viewer. Facebook ranked third with 52.2 million viewers, 202.8 million viewing sessions and an average of 18 minutes per viewer.
In total, 175 million US internet users watched online video content in September 2010 for an average of 14.4 hours per viewer. The total US internet audience engaged in more than 5.2 billion viewing sessions during the course of the month.
Hulu Leads in Ad Impressions
Americans viewed more than 4.3 billion video ads in September 2010, with Hulu generating the highest number of video ad impressions at 794 million. Tremor Media Video Network ranked second overall (and highest among video ad networks) with 526 million ad views, followed by BrightRoll Video Network (476 million) and ADAP.TV (444 million).
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 27.5 during the course of the month.
Other notable findings from September 2010 include:
- The top video ad networks in terms of their potential reach of the total U.S. population were: ScanScout at 47%, BrightRoll Video Network at 44%, and Break Media at 44%.
- 84% of the total US internet audience viewed online video.
- The duration of the average online content video was 4.9 minutes, while the average online video ad was 0.4 minutes.
- Video ads accounted for 12% of all videos viewed and 1% of all minutes spent viewing video online.
Most Brand Websites Feature Online Video
Findings from the Brightcove/Tube Mogul white paper “Online Video & The Media Industry” indicate that nearly 85% of brand managers surveyed currently use online video on brand websites for marketing products and services. And for those not using video, 75% plan to add online video to their websites in the next 12 months.