More than 177 million US Internet users watched video content in June, also viewing more than 4.3 billion video ads, with Hulu generating the highest number of ad views at 566 million, according to Video Metrix 2.0 data from comScore, Inc.
comScore this week introduced Video Metrix 2.0, the next generation of its online video measurement service, which now includes reporting of online video ad impressions.
"comScore recognized that it was time to revisit our measurement of this space in order to provide the information being demanded by media planners as content increasingly moves towards digital formats," said Tania Yuki, comScore senior director of video and cross-media products.
"Online video has evolved [and] now delivers a great deal of professionally produced long-form content that is identical to what a viewer would find on TV," she said.
Top 10 Video Content Properties by Unique Viewers
Google Sites, driven primarily by video viewing at YouTube.com, ranked as the top video content property with 144.5 million unique viewers, followed by Yahoo Sites (44.9 million viewers) and Vevo (43.7 million viewers).
Google Sites had the highest number of overall viewing sessions with 1.8 billion and average time spent per viewer at 261 minutes, or 4.3 hours. Hulu also had high viewer engagement with an average of 135 minutes (or 2.2 hours) per viewer.
Top 10 Video Ad Properties by Video Ads Viewed
Tremor Media Video Network ranked second overall (and highest among video ad networks) with 524 million ad views, followed by BrightRoll Video Network (333 million) and Microsoft Sites (222 million).
Video ads reached 45% of the total US population an average of 31.5 times during the month.
Hulu delivered the highest frequency of video ads to its viewers with an average of 24.2 over the course of the month.
Other notable findings from June 2010:
- The top video ad networks in terms of their potential reach were ScanScout Network with 43.7% reach of the total US population, BrightRoll Video Network with 40.6%, and Break Media Network with 36.8%.
- 84.6% of the total US Internet audience viewed online video.
- The duration of the average online content video was 4.9 minutes; the average online video ad was 0.4 minutes.
- Video ads accounted for 12.2% of all videos viewed but only 1.2% of all minutes spent viewing video online.
