comScore: Hulu Video Ads Are Viewed More Than Twice As Much As YouTube Ads

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comScore has released its June video metrix stats today, with the number of users watching online video content dipping slightly from 183 million viewers in May to 177 million U.S. viewers in June. And 84.6 percent of the total U.S. Internet audience viewed online video in June.

Unsurprisingly, Google Sites ranked as the top video content property with 144.5 million unique viewers, with viewership driven primarily by YouTube. Yahoo Sites saw 44.9 million viewers and Vevo came in third with 43.7 million viewers. Google Sites had the highest number of overall viewing sessions with 1.8 billion and highest 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.

UPDATE: comScore’s metrix measures streaming-video advertising only and does not include other types of video monetization, such as overlays, branded players, matching banner ads, homepage ads, etc, which YouTube also uses to monetize videos.

ComScore also released a new version of its Video Metrix that includes the reporting of online video ad impressions. Other metrics added to the video analytics offering included the ability to filter video viewing activity between ads and content, TV show-level reporting for major broadcast sites (ABC, NBC etc.), analytics regardomg average daily unique viewers, viewing sessions, percentage of ads by videos viewed, percentage of ads by time spent viewing video, ads per content video, and content minutes per ad minute. And now comScore ranks video ad networks by actual reach of ads delivered (as opposed to only the potential reach of the network as it was calculated previously).

With the new metrics, Americans viewed more than 4.3 billion video ads in June, with Hulu generating the highest number of ad views at 566 million. Interestingly, in terms of total web traffic, Netflix edged out Hulu in June. In contrast to Hulu’s ad views, Google Sites didn’t even get half of the 566 million views, coming in at 200 million ad views. However, today, Google said in its earnings call that YouTube is seeing 2 billion views per day, with 1 billion views a week being monetized with ads.

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 percent of the total U.S. population an average of 31.5 times during the month.

The duration of the average online content video was 4.9 minutes, while the average online video ad was 0.4 minutes. Video ads accounted for 12.2 percent of all videos viewed but only 1.2 percent of all minutes spent viewing video online.

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