Hulu Loses Viewers, but Serves Most Video Ads in June

  |  July 20, 2010   |  Comments

The long-form video content site lost viewers in June, but is serving over double the amount of ads as its competitors.

Despite the fact it attracted fewer unique users in June than it did in April, viewers on Hulu were exposed to more video ads than on any other major video property during the course of the month.

According to comScore's Video Metrix service, Hulu served an average of 24.2 video ads per user in June, over double the frequency of all the other video properties the measurement firm tracks. ESPN served the second most ads per user with an average of 12, followed by Microsoft sites with 9.2 ads per user.

Despite Google's continued dominance of the online video space, and the fact that its sites attracted over seven times more unique viewers than Hulu during the course of the month, Hulu actually served up almost three times as many video ads. It's important to note, however, that the majority of advertiser content on Google's YouTube site is delivered in the form of overlays and banner ads, neither of which are included in comScore's metrics, which count streaming video ads only.

Overall, Hulu's unique audience in June stood at 24 million, down considerably from the 38 million it attracted in April. That dip could well be attributed to the summer season, however.

Top U.S. Online Video Content Properties by Unique Viewers June 2010
Property Unique Viewers June (000) Minutes per Viewer
Total Internet : Total Audience 177,460 870.4
Google Sites 144,501 260.9
Yahoo Sites 44,938 16.8
Vevo 43,700 66.7
Facebook.com 43,307 20.2
Fox Interactive Media 41,570 13.4
Microsoft Sites 38,995 44.5
Viacom Digital 32,049 43.5
Turner Network 31,712 25.1
Break Media 26,889 31.8
Hulu 24,001 134.8
Source: comScore Video Metrix

 

Top U.S. Online Video Properties by Video Ads Viewed* June 2010
Property Video Ads (000) Frequency (Ads per Viewer)
Total Internet : Total Audience 4,341,110 31.5
Hulu 566,162 24.2
Tremor Media Video Network** 523,938 8.2
Brightroll Video Network** 333,492 6.8
Microsoft Sites 222,427 9.2
SpotXchange Video Ad Network** 202,408 5.2
Google Sites 200,011 4.3
Break Media 179,603 6.2
CBS Interactive 151,123 6.9
ESPN 149,717 12.0
Viacom Digital 135,629 5.7
Source: comScore Video Metrix

*Video ads include streaming-video advertising only and do not include other
types of video monetization, such as overlays, branded players, matching
banner ads, homepage ads, etc.
**Indicates video ad network

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ABOUT THE AUTHOR

Jack Marshall

Jack Marshall was a staff writer and stats editor for ClickZ News from 2007 until August 2011. 

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