comScore starts off another year of online video tracking and so do we.  Many have reported on the decline in video views for January 2010 when compared to December 2009.  However, even with the decline of 2.5%, when you look at the numbers year over year, video views in the US were actually up almost 120% - from 14. 8 billion to 32.4 billion. Let's find out who came out on top in the beginning of the new year.

January proved another good month with 173M Americans watching online video. At YouTube, users took in approximately 93 videos each, up 50% from the previous year.

Of course Google once again led the pack with 39.5% of all videos. Hulu came in second with 2.8% and Microsoft 3rd with 1.5%. Vevo showed up in the top ten sites this month replacing I think it was Megavideo in December.

Top U.S. Online Video Content Properties* by Videos Viewed January 2010
Total U.S. – Home/Work/University Locations
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 LLC 241,991 0.7
Vevo 226,125 0.7
CBS Interactive 217,407 0.7

*Rankings based on video content sites; excludes video server networks.  Online video includes both streaming and progressive download video.

Google also pulled in the largest number of viewers with 136.5 million (again, no surprise). Behind them were Yahoo! (51.5M) CBS (41.2M) and Fox with 40.5M. In average videos per user as stated earlier Google ruled the roost with 93.9 but Hulu came in second with 23.5 (these all seem vaguely familiar don't they?)

Top U.S. Online Video Content Properties* by Unique Viewers January 2010
Total U.S. – Home/Work/University Locations
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
FACEBOOK.COM 34,214 5.2
Vevo 32,357 7.0
AOL LLC 30,809 7.9

*Rankings based on video content sites; excludes video server networks.  Online video includes both streaming and progressive download video.

Finally, my favorite part of the report (provided comScore didn't screw up the reporting again) - the Top Video Ad Networks. Now in a recent article (which prompted someone to tell me I didn't know what I was talking about) I suggested where you should place your ads based on some numbers from last year and the information on their websites (then was told I should have contacted their PR person to get the information...sounds silly right?).

The numbers haven't changed much. Tremor is on top, BBE is fairly close behind (86M vs. 78.3M). Advertising.com is in third this month with Brightroll hanging 10M behind. Compared to December 2009 there's been a major shakeup. Tremor lost almost 20M unique visitors month-to-month while BBE gained about 10M. Advertising.com also took a dip falling below the 80M mark. Brighroll stepped up from an 8th place finish at the end of 2009 to 4th place and around 10M more viewers. Maybe they took them from YuMe who seems to have misplaced 10M and fallen from 4th to 5th.

Some serious competition must be going on behind the scenes. SpotXchange lost a ton of traffic from Dec. to Jan. They topped 80M the month before but only managed 63.4M in January. TidalTV and Adconion flip-flopped spots while Break Media lost a spot (because BrightRoll was below them in Dec.)

Top U.S. Online Video Ad Networks by Potential Reach of Unique Viewers - January 2010
Total U.S. – Home/Work/University Locations
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
Advertising.com 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

Now if you turn your gaze to the Top spots based on reach delivered it comes down to this:

  1. Brightroll (27.2%)
  2. SpotXchange (19.8%)
  3. Tremor (16.6%)

Brightroll seems to have been the big winner in the post-holiday month taking the majority of reach and having a huge jump in the UV rating. What's going on over there Tod [Sacerdoti]? Let me guess, comScore mis-reported numbers in December (that's what they told us about some other numbers for that month)?

Overall the month doesn't look too shabby. A dip of about 800M videos but with people going back to work after the holidays it's to be expected. There were also 5M less people watching videos in the month.

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