Comscore Video October 2011

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ComScore presents Video Viewership Report October 2011

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Comscore Video October 2011

  1. 1. comScore Releases October 2011 U.S. Online Video RankingsRecord 20 Billion Content Videos Viewed on Google SitesRESTON, VA, November 28, 2011 – comScore, Inc. (NASDAQ: SCOR), a leader inmeasuring the digital world, today released data from the comScore Video Metrix serviceshowing that 184 million U.S. Internet users watched online video content in October for anaverage of 21.1 hours per viewer. The total U.S. Internet audience viewed 42.6 billion videos,representing an all-time high.Top 10 Video Content Properties by Unique ViewersGoogle Sites, driven primarily by video viewing at YouTube.com, ranked as the top onlinevideo content property in October with 161 million unique viewers and reached a record highof 20.9 billion videos viewed. Facebook.com ranked second with 59.8 million viewers,followed by VEVO with 57 million, Microsoft Sites with 49.1 million and Viacom Digitalwith 48.2 million. More than 42 billion videos were viewed during the month, with the averageviewer watching a record 21.1 hours. Google Sites demonstrated the highest engagement with7.1 hours per viewer.Top U.S. Online Video Content Properties Ranked by Unique Video ViewersOctober 2011Total U.S. – Home/Work/University LocationsContent Videos Only (Ad Videos Not Included)Source: comScore Video MetrixProperty Total Unique Videos (000)* Minutes per Viewers (000) ViewerTotal Internet : Total Audience 184,449 42,593,095 1,267.7Google Sites 160,959 20,933,113 424.2Facebook.com 59,815 346,017 18.4VEVO 56,998 827,008 66.0Microsoft Sites 49,055 661,142 47.5Viacom Digital 48,165 540,898 57.7Yahoo! Sites 43,756 551,674 58.6AOL, Inc. 43,571 410,903 53.4NBC Universal 39,336 134,021 13.4Hulu 29,221 791,370 202.2Turner Digital 27,979 223,524 33.0
  2. 2. Viacom Digital 48,165 540,898 57.7Yahoo! Sites 43,756 551,674 58.6AOL, Inc. 43,571 410,903 53.4NBC Universal 39,336 134,021 13.4Hulu 29,221 791,370 202.2 Turner Digital 27,979 223,524 33.0*A video is defined as any streamed segment of audiovisual content, (both progressivedownloads and live streams).For long-form, segmented content, (e.g. television episodes with ad pods in the middle) eachsegment of thecontent is counted as a distinct video stream.This social chart is intended for public use. Click here to see how to include it in an onlinearticle.Top 10 Video Ad Properties by Video Ads ViewedAmericans viewed 7.5 billion video ads in October, with Hulu generating the highest number
  3. 3. of video ad impressions at more than 1.3 billion. Tremor Video ranked second overall (andhighest among video ad exchanges/networks) crossing the 1 billion mark for the first time.BrightRoll Video Network ranked third with 756 million, followed by Specific Media with 512million and CBS Interactive with 415 million. Time spent watching video ads totaled more than3.2 billion minutes during the month, with Tremor Video delivering the highest duration ofvideo ads at 614 million minutes. Video ads reached 53 percent of the total U.S. population anaverage of 47 times during the month. Hulu delivered the highest frequency of video ads to itsviewers with an average of 46.5.Top U.S. Online Video Ad Properties Ranked by Video Ads* ViewedOctober 2011Total U.S. – Home/Work/University LocationsAd Videos Only (Content Videos Not Included)Source: comScore Video MetrixProperty Video Ads Total Ad Frequency % Reach (000) Minutes (Ads per Total U.S. (MM) Viewer) PopulationTotal Internet : Total Audience 7,467,331 3,217 46.9 52.7Hulu 1,360,709 557 46.5 9.7Tremor Video** 1,095,003 614 17.1 21.2BrightRoll Video Network** 756,390 466 8.8 28.4Specific Media** 512,152 250 6.5 26.1CBS Interactive 415,244 162 17.8 7.7Microsoft Sites 381,090 146 9.9 12.8TubeMogul Video Ad 345,099 167 6.8 16.9Platform**TidalTV.com** 325,580 187 6.0 17.9SpotXchange Video Ad 316,463 190 9.2 11.4Marketplace** Undertone** 302,073 163 10.1 9.9Note: Adap.tv has been excluded from this list due to a technological issue with its videocensus tags,affecting data for October 2011.*Video ads include streaming-video advertising only and do not include other types of videomonetization,such as overlays, branded players, matching banner ads, homepage ads, etc.**Indicates video ad networkTop 10 YouTube Partner Channels by Unique ViewersThe October 2011 YouTube partner data revealed that video music channels VEVO (54.2
  4. 4. million viewers) and Warner Music (30.4 million viewers) maintained the top two positions.Gaming channel Machinima ranked third with 17.7 million viewers, followed by Schmooruwith 9.9 million, Maker Studios with 9.4 million and Demand Media with 7.4 million. Withinthe top 10 partners, Machinima demonstrated the highest engagement with 65.1 minutes perviewer on average, while accounting for the second highest number of videos viewed (277million) after VEVO.Top YouTube Partner Channels* Ranked by Unique Video ViewersOctober 2011Total U.S. – Home/Work/University LocationsContent Videos Only (Ad Videos Not Included)Source: comScore Video MetrixProperty Total Unique Videos (000) Minutes Viewers (000) per ViewerVEVO @ YouTube 54,170 799,443 66.1Warner Music @ Youtube 30,439 195,589 27.3Machinima @ YouTube 17,750 277,330 65.1Schmooru @ YouTube 9,860 30,863 14.1Maker Studios @ YouTube 9,379 81,229 33.8Demand Media @ YouTube 7,372 20,847 9.6FullScreen @ YouTube 7,219 27,313 14.8Warner Bros (The Ellen Show) @ 7,045 19,889 12.5YouTubeIGN @ YouTube 6,387 25,378 16.1 BigFrame @ YouTube 5,793 27,816 18.2*YouTube Partner Reporting based on online video content viewing and does not includeclaimed user-generated contentOther notable findings from October 2011 include: • 86.2 percent of the U.S. Internet audience viewed online video. • The duration of the average online content video was 5.5 minutes, while the average online video ad was 0.4 minutes. • Video ads accounted for 14.9 percent of all videos viewed and 1.4 percent of all minutes spent viewing video online.About comScorecomScore, Inc. (NASDAQ: SCOR) is a global leader in measuring the digital world andpreferred source of digital business analytics. For more information, please visitwww.comscore.com/companyinfo.

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