comScore has released March 2010 data from its Video Metrix service showing that more than 180 million U.S. Internet users watched online video during the month. YouTube delivered video to more than 135 million viewers during the month, reaching three out of every four online video viewers at an average of 96 videos per viewer.
U.S. Internet users watched 31.2 billion videos in March, with Google sites ranking as the top video property with 13.1 billion videos, representing 41.8 percent of all videos viewed online. YouTube accounted for the vast majority of videos viewed at Google sites.
Hulu ranked second with 1.1 billion videos, or 3.4 percent of all online videos viewed. Microsoft sites ranked third with 655 million (2.1 percent), followed by Yahoo! sites with 478 million (1.5 percent) and CBS Interactive with 457 million (1.5 percent).
The 180 million-plus online video viewers watched an average of 173 videos per viewer during the month of March with Google sites’ viewers watching an average of 96.0 videos per viewer
In March, Tremor Media ranked as the top video ad network with a potential reach of 96.5 million viewers, or 53.5 percent of the total video viewing audience. Adconion Video Network ranked second with a potential reach of 81.6 million viewers (45.2 percent penetration) followed by Advertising.com Video Network with 80.8 million viewers (44.8 percent).
Other notable findings from March 2010 include:
- Of the total U.S. Internet audience, 84.8 percent 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.