comScore put out their January Video Metrix late on the 15th, after I had already compared the Nielsen January numbers to their December ones. Go figure. Anyway, looking at the report there’s not a major difference so instead of going and editing that or re-comparing them, let’s just look at them. Plus, it’s Friday and I’m lazy. Even superheroes need a light day of crime fighting now and again.The comScore Video Metrix reported 171 million U.S. Internet users watched online video content in January for an average of 14.5 hours per viewer. That’s almost exactly the same as December 2010 (14.6h and 172M viewers).

Top 10 Video Content Properties by Unique Viewers
Google’s still on top. However, VEVO has been coming on strong for a few months and not took the second slot away from Yahoo! which is probably making VEVO say that exact thing (Yahoo!). Of course, Yahoo! is going to continue to shed video viewers since they closed their video presence. They lost some 4.5 million unique viewers since December. VEVO really only had to remain steady but did pick up half a million new unique viewers for good measure.

AOL and Viacom flip-flopped positions as well. Viacom seems to have stolen some three million viewers directly from AOL. I guess that new AOL Video division isn’t as cool as they had hoped. I blame lack of good, interesting, unique content. FOX and Turner did the tango and ended up in each other’s shoes as well. FOX lost viewers on the month, 3.5M and Turner gained 1.2M. Hulu held on in 10th even though they too lost over a million viewers. I wonder if they all went to Viacom?

Top U.S. Online Video Properties by Video Content Views
Ranked by Unique Video Viewers
January 2011
Total U.S. – Home/Work/University Locations
Source: comScore Video Metrix

Property                           Total Unique    Viewing     Minutes per
                                     Viewers       Sessions     Viewer
                                      (000)          (000) 

Total Internet : Total Audience      171,180      4,887,682      870.8
Google Sites                         144,058      1,912,534      283.4
VEVO                                  51,025        121,013       91.9
Yahoo! Sites                          48,721        193,020       38.0
Viacom Digital                        48,141        119,634       61.1
AOL, Inc.                             44,525        167,754       22.5                          42,058        122,623       15.4
Microsoft Sites                       38,142        149,641       62.0
Turner Digital                        28,205         88,721       26.6
Fox Interactive Media                 25,400         57,604       18.2
Hulu                                  24,958        127,042      236.4


Top 10 Video Ad Properties by Video Ads Viewed
Americans viewed more than 4.3 billion video ads in January, with Hulu generating the highest number of video ad impressions at nearly 1.1 billion but lost ads on the month, about 147M to be exact. Ad frequency was also down. The new metric this month, which is rather odd, is total ad minutes which Hulu rocked with 434 million minutes. Do that math and you’ve got average ad length of 24 seconds (0.4 minutes).

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). Microsoft took that spot from Brightroll (sorry Brad Pi(ggo)tt), who seem to have shed some astounding 200 million video ads for the month. Ouch! That’s like, 41%. I’m sure we’ll hear from them.

Time spent watching videos ads totaled 1.7 billion minutes during the month, or 3232 years.

In the year 3232… (video below just for fun)

Well it’s just 9.9 minutes per viewer. Not bad for 14.5 hours of video content.

Video ads reached 45 percent of the total U.S. 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 over the course of the month. Maybe SpotXchange stole them as they jumped up to 6th place after being absent last month.

In fact, the whole bottom of this chart changed. ABC, CrossPoint, SpotX and Viacom are all new to the chart since last month. Gone are AOL, Google, TubeMogul and Undertone. Wow, what the hell happened?! Maybe comScore changed the way they do tracking. I’m sure that we’ll hear from everyone as soon as this is published (like usual), which we like, because then we know they care (and more importantly, read!).

Top U.S. Online Video Properties by Video Ads* Viewed
Ranked by Video Ads Viewed
January 2011
Total U.S. – Home/Work/University Locations
Source: comScore Video Metrix                                                       .

Property                         Video        Total Ad   Frequency    % Reach
                                 Ads         Minutes    (Ads per    Total U.S.
                                 (000)        (MM)      Viewer)     Population
Total Internet : Total Audience    4,344,426    1,729      32.0         45.0%
Hulu                               1,080,902      434      44.6          8.0%
Tremor Media Video Network**         503,683      300       8.7         19.1%
ADAP.TV**                            431,908      259       8.7         16.5%
Microsoft Sites                      414,644      156      11.1         12.4%
BrightRoll Video Network**           348,381      208       4.9         23.5%
SpotXchange Video Ad Network**       318,832      205       8.7         12.2%
CBS Interactive                      211,593       60       8.6          8.1%
Viacom Digital                       193,685      104       8.1          8.0%
Crosspoint Media**                   185,127       60       7.1          8.7%
ABC Television                       154,716       64      22.3          2.3%

*Video ads include streaming-video advertising only and do not include other types of video
monetization, such as overlays, branded players, matching banner ads, homepage ads, etc.
**Indicates video ad network

Other notable findings from January 2011 include:

  • The top video ad networks in terms of their potential reach of the total U.S. population were: Tremor Media at 46.8 percent, BrightRoll Video Network at 41.9 percent and Break Media at 40.7 percent.
  • 83.5 percent of the U.S. Internet audience viewed online video.
  • The duration of the average online content video was 5.0 minutes, while the average online video ad was 0.4 minutes