Silicon Valley Watcher - Former FT journalist Tom Foremski reporting from the intersection of technology and media

Hulu Tops In Ad Views But Tenth In Online Viewers

Posted by Tom Foremski - August 16, 2010

As Hulu preps for an IPO comScore has released viewer numbers and related info for July 2010:

Property Total Unique Viewing Sessions Minutes per

Viewers (000) (000) Viewer

Total Internet : Total Audience 178,148 5,234,655 882.0

Google Sites 143,226 1,884,498 282.7

Yahoo! Sites 55,107 238,322 28.6

Facebook.com 46,571 166,186 18.3

Microsoft Sites 45,558 219,149 40.2

VEVO 43,911 202,091 68.5

Fox Interactive Media 38,136 164,760 27.2

Turner Network 33,442 107,793 25.3

Viacom Digital 30,715 70,617 44.8

Disney Online 28,475 64,104 6.0

Hulu 28,455 153,845 158.0

______

Here is the breakout according to video ads viewed:

Top U.S. Online Video Properties by Video Ads* Viewed

Ranked by Video Ads Viewed

July 2010

Total U.S. - Home/Work/University Locations

Source: comScore Video Metrix .

Property Video Ads % Reach Total Frequency

(000) U.S. Population (Ads per

Viewer)

Total Internet : Total Audience 3,559,928 26.8 44.5

Hulu 783,304 27.9 9.4

Tremor Media Video Network 451,864 8.0 19.0

BrightRoll Video Network 248,345 6.0 13.9

Microsoft Sites 232,256 9.1 8.5

Google Sites 219,326 4.6 15.9

Crosspoint Media 206,269 7.3 9.5

SpotXchange Video Ad Network 170,895 4.3 13.4

CBS Interactive 134,798 6.1 7.4

BBE** 120,179 4.5 8.9

Viacom Digital 110,810 5.4 6.9


Interesting facts:

- 84.9 percent of the total U.S. Internet audience viewed online video.

- The duration of the average online content video was 4.8 minutes, while the average online video ad was 0.4 minutes.

- Video ads accounted for 9.8 percent of all videos viewed and 0.9 percent of all minutes spent viewing video online.

More info: comScore.

The data shows Hulu packing in video ads at nearly 28 per user or nearly 3 times the next closest: Microsoft sites at 9 per user and Google with about 5 per user. Hulu might not have the headroom to increase ads without alienating viewers.


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