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Americans View 34 Percent More Online Videos in November 2008 Compared To Year Ago

Otilia Otlacan | January 9, 2009

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Hulu Sustains Strong Online Viewership on the Heels of October Surge

RESTON, VA – comScore (NASDAQ: SCOR), a leader in measuring the digital world, today released November 2008 data from the comScore Video Metrix service showing that U.S. Internet users viewed 12.7 billion online videos during the month, representing an increase of 34 percent versus year ago.

Hulu Retains #6 Ranking

In November, Google Sites once again ranked as the top U.S. video property with nearly 5.1 billion videos viewed (representing a 40 percent share of all videos viewed), with YouTube.com accounting for more than 98 percent of all videos viewed at the property. Fox Interactive Media ranked second with 439 million videos (3.5 percent), followed by Viacom Digital with 325 million (2.6 percent) and Yahoo! Sites with 304 million (2.4 percent). On the heels of a surge in viewership in October, Hulu retained its #6 position with 227 million videos viewed (1.8 percent).
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Top U.S. Online Video Properties* by Videos Viewed

November 2008

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

Source: comScore Video Metrix
Property Videos Share (%) of

(000) Videos

Total Internet 12,677,063 100.0

Google Sites 5,107,302 40.3

Fox Interactive Media 439,091 3.5

Viacom Digital 324,903 2.6

Yahoo! Sites 304,331 2.4

Microsoft Sites 296,285 2.3

Hulu 226,540 1.8

Turner Network 214,709 1.7

Disney Online 137,165 1.1

AOL LLC 115,306 0.9

ESPN 95,622 0.8
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*Rankings based on video content sites; excludes video server networks. Online video includes both streaming and progressive download video.

Google Sites Draws 98 Million Video Viewers in November

More than 146 million U.S. Internet users watched an average of 87 videos per viewer in November. Google Sites attracted 98 million online video viewers, or approximately two out of every three Internet users who watched video during the month. Fox Interactive ranked second with 58.1 million viewers, followed by Yahoo! Sites (40 million) and Microsoft Sites (35 million).

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Top U.S. Online Video Properties* by Unique Viewers

November 2008

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

Source: comScore Video Metrix
Property Unique Viewers Average Videos
(000) per Viewer

Total Internet 146,064 86.8

Google Sites 97,928 52.2

Fox Interactive Media 58,115 7.6

Yahoo! Sites 39,956 7.6

Microsoft Sites 34,979 8.5

Viacom Digital 27,109 12.0

Hulu 22,456 10.1

AOL LLC 22,442 5.1

Turner Network 20,735 10.4

Disney Online 13,028 10.5

Time Warner – Excl. AOL 12,564 3.6
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*Rankings based on video content sites; excludes video server networks. Online video includes both streaming and progressive download video.

Other notable findings from November 2008 include:
77 percent of the total U.S. Internet audience viewed online video.
The average online video viewer watched 273 minutes of video.
97 million viewers watched 5.1 billion videos on YouTube.com (52.3 videos per viewer).
52.5 million viewers watched 371 million videos on MySpace.com (7.1 videos per viewer).
The duration of the average online video was 3.1 minutes.
The duration of the average online video viewed at Hulu was 11.9 minutes, higher than any other video property in the top ten.

About comScore
comScore, Inc. (NASDAQ: SCOR) is a global leader in measuring the digital world and preferred source of digital marketing intelligence. For more information, please visit www.comscore.com/companyinfo.

Otilia is the founder and editor of AdOperationsOnline.com, launched in 2008. She currently provides online business consulting through her company, RightFit Media, and blogs about all things online at www.otiliaotlacan.com.

Otilia Otlacan

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