Dance Hulu dance (and bring your content overseas already, sheesh!) comScore is reporting that for the month of February Hulu viewers watched a hearty 2.4 hours each. But what's that mean for the rest of the industry?

Not much really. Google's sites still stand tall with 42.5% (up 3% from Jan 2010) of all videos watched with Hulu grabbing a meager 3.2 (up 0.4% from 01/10) and Microsoft on the rise with 2.2%, up from 1.5% in January. Yahoo! also saw a 0.3% increase to 1.6%. Vevo fell out of the top 10 and Megavideo climbed back in.

The big news, which comScore didn't really comment on, is that January had 32.4B videos and February only 28.1B  a 13.3% fall off in video watching online. Now February did see new episodes of series showing up on television and so they were probably being watched first-run. I bet March will see an increase as people head online to catch the re-runs.

Top U.S. Online Video Content Properties by Videos Viewed - February 2010
Total U.S. – Home/Work/University Locations
Property Videos (000) Share of Videos (%)
Total Internet : Total Audience 28,123,542 100.0
Google Sites 11,950,024 42.5
Hulu 912,525 3.2
Microsoft Sites 622,569 2.2
Yahoo! Sites 454,761 1.6
Turner Network 317,623 1.1
Viacom Digital 305,155 1.1
Fox Interactive Media 290,181 1.0
CBS Interactive 289,303 1.0
AOL LLC 240,102 0.9
Megavideo.com 188,555 0.7

In regards to videos per unique Google maintained their 93.9 share, Yahoo! their 8.5 and Fox their 7.2. Up for February are CBS to 6.4, Microsoft won big up from 13.6 to 14.9. Hulu lost a bit of ground in the category going from 23.5 to 23.3. At 2.4 hours per user average, those are some very short videos.

Top U.S. Online Video Content Properties by Unique ViewersFebruary 2010
Total U.S. – Home/Work/University Locations
Property Unique Viewers (000) Average Videos per Viewer
Total Internet : Total Audience 174,227 161.4
Google Sites 133,245 93.9
Yahoo! Sites 53,523 8.5
CBS Interactive 45,298 6.4
Microsoft Sites 41,886 14.9
Fox Interactive Media 40,053 7.2
Hulu 39,213 23.3
Facebook.com 36,632 5.1
Viacom Digital 35,348 8.6
Turner Network 31,822 10.0
AOL LLC 28,986 8.3

And now our favorite part of the comScore monthly numbers, the ad networks. If you remember Tremor started the year out right in the top spot with BBE and Advertising.com hot on their heels. Brightroll, YuMe, Break Media and ScanScout were all in the middle of the pack. Let's see how they did in February.

Top U.S. Online Video Ad Networks by Potential Reach of Unique Viewers -February 2010
Total U.S. – Home/Work/University Locations
Property Unique Viewers (000) Viewer Penetration
Total Internet : Total Audience 174,227 100.0
Tremor Media - Potential Reach 81,745 46.9
YuMe Video Network - Potential Reach 75,516 43.3
Advertising.com Video Network - Potential Reach 74,828 42.9
BBE - Potential Reach 73,628 42.3
Break Media Network - Potential Reach 68,787 39.5
ScanScout Network - Potential Reach 66,604 38.2
BrightRoll Video Network - Potential Reach 61,313 35.2
SpotXchange Video Ad Network - Potential Reach 60,870 34.9
TidalTV - Potential Reach 46,880 26.9
Adconion Video Network - Potential Reach 45,517 26.1

Nothing surprising here. Tremor lost a bit of penetration but remains on top (49.6 to 46.9 oddly).  YuMe did jump into second going from 37.9 last month and Advertising.com lost a little but maintained their position. BBE dropped 3 points and two spots into fourth and BBE drove itself up into fifth place.

Some interesting things of note:

  • The top video ad networks in terms of their actual reach delivered were: Joost Video Network (by Adconion Media Group) with 38.3 percent penetration of online video viewers, BBE with 18.3 percent, and BrightRoll Video Network with 18.1 percent.
  • 83.1 percent of the total U.S. Internet audience viewed online video.
  • 132.4 million viewers watched 11.9 billion videos on YouTube.com (89.5 videos per viewer).
  • The average Hulu viewer watched 23.3 videos, totaling 2.4 hours of video per viewer.
  • The duration of the average online video was 4.3 minutes.

If you take the average length 4.3 minutes and multiply by the Hulu number of videos 23.3 you get only 1.7 hours. Therefore the average length of the Hulu videos would be about 6.2 minutes, far higher than the overall average. At 4.3 minutes per video and 93.9 videos per Google user it means that they watch an average of 6.73 hours of video per month. - or almost four times more than at Hulu.