comScore has once again let loose with the who's who in online video otherwise known as its monthly Video Metrix. The gist is that 175 million U.S. Internet users watched online video content in October for an average of 15.1 hours per viewer. The total U.S. Internet audience engaged in more than 5.4 billion viewing sessions during the course of the month and another 0.2% are watching video over last month.
October 2010's US Top Video Destinations
OK, ready everyone, time to feign surprise. Number one in the unique video viewer categories is (drum roll please)...Google! Yes, yes, I can hear you all gasping in shock. You totally didn't see that one coming, I know, I know. Alright have your hearts calmed from being all aflutter? Good, let's continue.
Google chewed up 146.3 million unique viewers and spat out some 2 Billion viewing sessions for a whopping 271.6 minutes per user. Hell, even I have been spending more time there lately it seems. Yahoo! hung in at second like they almost always do even though they lost almost a million uniques. Facebook lost tons as they were third in September with 52M but are fifth this month with only 47.4M. In the opposite direction, in third is this month's Top Riser - Viacom who rocketed four spots clearing Vevo, Fox, Microsoft and the aforementioned Facebook to land in third with 52.9M.
Must be Avatar the Last Airbender...or not. Actually, Viacom consists of MTV, Nickelodeon, BET, VH1, TV Land, Gametrailers.com and Paramount Pictures. Yeah, I can see why they're up there these days. Hey, speaking of them, if you've got round $200M lying about, you might pick up Harmonix (makers of Rock Band) on the cheap, Viacom is trying to offload them.
Alright, back from my digression. Like I said, Google, Yahoo, Viacom. Facebook also fell behind VEVO as they landed in fourth.
Missing from last month are NBC and Turner who were replaced by AOL and Break Media (Hi Andy Tu!). Meanwhile, Hulu, who is PO'd at NBCU managed to hang in there by losing only 200,000 uniques. I feel a stumble and tumble coming on for them [hulu] based on recent news. Can they hold out another month or will they fall off the chart just in time for the Christmas bonuses to get cut?
Top U.S. Online Video Properties by Video Content Views Ranked by Unique Video Viewers - October 2010
Total U.S. – Home/Work/University Locations
Property Total Unique Viewing Sessions Minutes per Viewers (000) (000) Viewer Total Internet : Total Audience 175,186 5,473,282 908.0 Google Sites 146,346 2,019,298 271.6 Yahoo! Sites 53,839 233,098 30.3 Viacom Digital 52,885 176,457 53.7 VEVO 47,569 236,461 77.9 Facebook.com 47,423 162,402 17.1 Microsoft Sites 47,095 265,506 38.9 AOL, Inc. 43,381 195,946 22.9 Fox Interactive Media 38,478 187,204 16.5 Break Media Network 31,115 122,070 41.2 Hulu 29,650 182,404 207.8
October 2010's Top Ten U.S. Video Advertising Properties
Boom shakka-lakka, moving right along in the new and far-from-improved Video Metrix (they cut out lots of juicy bits lately) is the video ad top ten. Yah Video Advertising!
So there were roughly 5.5B viewing sessions which turned into only 4.6B video ads (scratches head). You know, I swear I saw like three ads per video I watched...someone isn't seeing any it seems. Oh right, Hulu makes up tons of that slack all by themselves having shown a monstrous, record-breaking, 1.1 billion. That is some Boom Shakka-lakka! 38.1 ads per viewer (APV), clearing the average by a whole 4 APV... Wow! I wonder how many of them actually paid for Hulu Plus so they could see those ads. Have I told you all about the subscription service I want to start where it's just advertisements? I think it would be gangbusters, it could be backed by Hulu content during the non-commercial breaks.
Tremor Media shook, rattled and rolled to an easy second place again this month, tacking on only 8M video ads shown. Adap.tv adapted to the times and rolled over Brightroll to take third as those two fight for a podium finish yet another month.
Something's up at CBS and it's their video ads shown. Last month they came in 8th with 184M while this month they're 5th with 270M. That was enough for them to hop, skip and jump over Google, Microsoft and SpotXchange. Bravissimo! I'll take a wild guess and say it's not Hawaii Five-O (yes, I'm trying to keep an open mind with it, but come on...), so I'll go with The Mentalist and William Shatner. Or maybe the Big Bang is to blame. Still, only 9.3 AVP, that's pretty good.
Top U.S. Online Video Properties by Video Ads* Viewed Ranked by Video Ads Viewed - October 2010
Total U.S. – Home/Work/University Locations
Property Video Ads Frequency % Reach Total (000) (Ads per Viewer) U.S. Population Total Internet : Total Audience 4,678,336 34.1 45.5% Hulu 1,109,899 38.1 9.7% Tremor Media Video Network** 533,201 7.0 25.1% ADAP.TV** 434,839 7.2 20.1% BrightRoll Video Network** 374,394 5.9 21.1% CBS Interactive 270,346 9.3 9.7% Microsoft Sites 227,398 10.1 7.4% CWTV.com 202,842 50.8 1.3% SpotXchange Video Ad Network** 193,765 5.7 11.2% AOL, Inc. 172,327 6.3 9.1% Google Sites 170,509 4.1 13.9%
*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/server
Video ads reached 45 percent of the total U.S. population an average of 34 times during the month. CWTV.com delivered the highest frequency of video ads to its viewers with an average of 50.8 over the course of the month.
WOW! Really? I almost feel like I should have an award printed up for that. We'll call it the "ReelSEO More Ads Than Content" award. I mean really, Top models, Hellcats, Vampire Diaries? Ugh.
It's a lot of work to come up with all this cleverness in one go, it's taxing on the mental facilities. Maybe I should be in some mental facility. Well, we'll see if I manage to hold onto mine for another month and we'll catch you in December, in the Metrix
Other notable findings from October 2010 include:
- The top video ad networks in terms of their potential reach of the total U.S. population were: ScanScout at 44.3 percent (46.8 in September), Break Media at 42.0 percent (44.1 in September) and BrightRoll Video Network at 41.9 percent ( was second with 44.5 last month).
- 84.1 percent of the U.S. Internet audience viewed online video (up from 83.9%)
- The duration of the average online content video was 5.0 minutes, while the average online video ad was 0.4 minutes. (up 0.1 minutes with ad length holding steady)
- Video ads accounted for 12.8 percent (up half a percent, blame Hulu) of all videos viewed and 1.2 percent of all minutes spent viewing video online, which is oddly the same as last month.