AOL Video Reach Explodes in March
Huffington Post acquisition helps boost AOL's video audience, as Google continues to dominate the space.
AOL grew its U.S. video audience substantially in March, leaping to second place from 10th in comScore’s monthly Video Metrix report.
The measurement firm estimated the publisher’s video content attracted views from 57 million unique U.S. users in March, up from 30 million in February.
That growth reflects the company’s continued investment in video content, having acquired video syndication network 5min in September, and online video production company StudioNow in January. The data also includes video streams from recently acquired properties such as The Huffington Post.
Google’s sites, meanwhile, continue to dominate the online video space in terms of volume, attracting views from over 143 million unique users in March.
In terms of video ads, Hulu and Tremor Media continued to dominate, serving 1.3 billion and 804 million ad impressions, respectively, over the course of the month.
| Top U.S. Online Video Content Properties by Unique Viewers March 2011 | ||||||
|---|---|---|---|---|---|---|
| Property | Unique Viewers March (000) | Minutes per Viewer | ||||
| Total Internet : Total Audience | 174,315 | 889.1 | ||||
| Google Sites | 143,191 | 275.6 | ||||
| AOL | 57,006 | 39.2 | ||||
| Yahoo Sites | 56,361 | 42.1 | ||||
| Microsoft Sites | 53,090 | 47.2 | ||||
| VEVO | 52,585 | 79.6 | ||||
| Facebook.com | 48,792 | 19.2 | ||||
| Viacom Digital | 48,696 | 73.2 | ||||
| Turner Digital | 41,718 | 37.5 | ||||
| NBC Universal | 31,052 | 17.3 | ||||
| Hulu | 27,537 | 215.5 | ||||
| Source: comScore Video Metrix | ||||||
| Top U.S. Online Video Properties by Video Ads Viewed March 2011 | |||||||
|---|---|---|---|---|---|---|---|
| Property | Video Ads March (000) | Frequency (Ads per Viewer) | Reach of U.S. Population (%) | ||||
| Total Internet : Total Audience | 4,320,533 | 33.1 | 43.2 | ||||
| Hulu | 1,266,454 | 47.1 | 8.9 | ||||
| Tremor Media Video Network | 804,301 | 13.7 | 19.5 | ||||
| ADAP.TV | 553,182 | 10.2 | 18.0 | ||||
| BrightRoll Video Network | 397,809 | 5.8 | 22.8 | ||||
| SpotXchange Video Ad Network | 396,919 | 9.6 | 13.7 | ||||
| Viacom Digital | 372,998 | 13.1 | 9.4 | ||||
| CBS Interactive | 254,844 | 11.1 | 7.6 | ||||
| Microsoft Sites | 232,815 | 8.9 | 8.7 | ||||
| Undertone | 230,676 | 9.0 | 8.5 | ||||
| AOL, Inc. | 188,967 | 5.8 | 10.8 | ||||
| Source: comScore Video Metrix | |||||||
