Google Continues to Dominate U.S. Online Video Space, Hulu Best of the Rest

Google-owned properties – which includes YouTube – continued to dominate the online video space in January, according to data from comScore. The company’s Video Metrix measurement product estimates Google sites accounted for 39.5 percent of all videos viewed during the course of the month, with its closest competitor Hulu representing just 2.5 percent of the market by comparison. Hulu’s closest competitor by total videos viewed was Microsoft, accounting for a 1.5 percent share.

Top U.S. Online Video Content Properties by Videos Viewed January 2010
Property Videos (000) Share of Videos (%)
Total Internet : Total Audience 32,410,886 100.0
Google Sites 12,816,043 39.5
Hulu 903,078 2.8
Microsoft Sites 491,753 1.5
Yahoo Sites 435,487 1.3
Viacom Digital 361,228 1.1
Fox Interactive Media 293,008 0.9
Turner Network 283,244 0.9
AOL 241,991 0.7
Vevo 226,125 0.7
CBS Interactive 217,407 0.7
Source: comScore Video Metrix

In terms of reach, however, Google’s dominance wasn’t quite as extreme. Yahoo sites, for example, reached over a third of the users achieved by Google during the month, while properties including CBS Interactive and Fox Interactive Media achieved well over a quarter of that number too.

In terms of actual views, Google racked up an average of almost 94 per user over the course of the month. Hulu achieved an average just shy of 24, but much of its content is long-form, compared to the majority of Google’s, which is user-generated.

Top U.S. Online Video Content Properties by Unique Viewers January 2010
Property Unique Viewers (000) Average Videos per Viewer
Total Internet : Total Audience 173,361 187.0
Google Sites 136,469 93.9
Yahoo Sites 51,464 8.5
CBS Interactive 41,210 5.3
Fox Interactive Media 40,457 7.2
Hulu 38,445 23.5
Viacom Digital 38,009 9.5
Microsoft Sites 36,109 13.6 34,214 5.2
Vevo 32,357 7.0
AOL 30,809 7.9
Source: comScore Video Metrix

In the video ad network space, comScore posits that Tremor Media offered the greatest potential reach among U.S. users in January, closely followed by BBE and’s Video Network. “Potential reach” essentially refers to the reach of the sites to which networks deliver ads, but does not explicitly imply those networks actually served ads to the most users over the course of the month.

Top U.S. Online Video Ad Networks by Potential Reach of Unique Viewers January 2010
Property Unique Viewers (000) Viewer Penetration
Total Internet : Total Audience 173,361 100.0
Tremor Media – Potential Reach 86,047 49.6
BBE – Potential Reach 78,327 45.2 Video Network – Potential Reach 77,946 45.0
BrightRoll Video Network – Potential Reach 67,377 38.9
YuMe Video Network – Potential Reach 65,666 37.9
ScanScout Network – Potential Reach 65,298 37.7
SpotXchange Video Ad Network – Potential Reach 63,406 36.6
Break Media Network – Potential Reach 63,108 36.4
TidalTV – Potential Reach 49,264 28.4
Adconion Video Network – Potential Reach 47,913 27.6
Source: comScore Video Metrix

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