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 the comScore Video Metrix service.


Google’s Reign Continues
Once again, slightly more than four of every 10 online videos viewed in the US in March 2010 were viewed on Google Sites. Americans watched a total of 13.06 billion videos on Google Sites for the month, representing 41.8% of all online videos viewed.

YouTube accounted for the vast majority of videos viewed at the property. Hulu ranked second with 1.1 billion videos, or 3.4% of all online videos viewed. Microsoft Sites ranked third with 655 million (2.1%), followed by Yahoo! Sites with 478 million (1.5%) and CBS Interactive with 457 million (1.5%).

Google Sites Dominate Unique Viewers, Videos per Viewer
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.

Competitors Tremble at Tremor
In March 2010, Tremor Media ranked as the top video ad network with a potential reach of 96.5 million viewers, or 53.5% of the total video viewing audience. Tremor has been leading in potential reach for several months. Adconion Video Network ranked second with a potential reach of 81.6 million viewers (45.2% penetration) followed by Advertising.com Video Network with 80.8 million viewers (44.8%).

Other Findings
Other notable findings from March 2010 include:

• The top video ad networks in terms of their actual reach delivered were: Joost Video Network (by Adconion Media Group) with 38% penetration of online video viewers, SpotXchange Video Ad Network with 19.9%, and BBE with 19.1%.
• 84.8% of the total US internet audience viewed online video.
• 135.3 million viewers watched 12.9 billion videos on YouTube.com (95.6 videos per viewer).
• The average Hulu viewer watched 26.7 videos, totaling 2.6 hours of video per viewer.
• The duration of the average online video was 4.3 minutes.

Americans watched 28.1 billion online videos in February 2010, according to previous findings of the comScore Video Metrix service. Google Sites accounted for roughly four in 10 online videos viewed, with users watching 11.9 billion videos on Google Sites in February 2010. YouTube.com represented more than 99% of videos viewed on the property.

More than 174 million viewers watched an average of 161 videos per viewer during February 2010. Google Sites attracted 133.2 million unique viewers during the month (93.9 videos per viewer). Following were Yahoo Sites with 53.5 million viewers (8.5 videos per viewer) and CBS Interactive with 45.3 million viewers (6.4 videos per viewer).