comScore Media Metrix released an enhancement to its U.S. Video Metrix service, with the inclusion of Flash video content as part of the monthly rankings for streaming video sites. Video Metrix is the first and only service to track actual online streaming video behavior among U.S. Internet users, offering publishers and advertisers valuable insights into the emerging Internet video universe.
"The surge in Web video content enables advertisers to expand beyond banners and reach online audiences using sight, sound and motion," said Erin Hunter, executive vice president of comScore's Media and Entertainment Group. "Fundamental to the effectiveness of online video as an advertising medium is an accurate measurement of streaming video - and comScore is delighted to be the first company to provide that capability to the marketplace." Yahoo! Sites Attract the Most U.S. Streamers
More than 106.5 million people, or about 3 out of every 5 U.S. Internet users, streamed or downloaded video during the month of July. In total, nearly 7.2 billion videos were streamed or downloaded by U.S. Internet users for an average of 67 streams per streamer, which means the typical video streamer viewed an average of more than two streams per day.
Yahoo! Sites ranked as the top property by unique U.S. streamers with 37.9 million, followed very closely by MySpace, which attracted 37.4 million U.S. streamers. Fast-rising Youtube ranked third with 30.5 million U.S. streamers, followed by the Time Warner Network (25.7 million U.S. streamers) and Microsoft Sites (16.2 U.S. million streamers). MySpace Leads in Number of Streams among U.S. Internet Users
MySpace fared particularly well in U.S. user engagement. The site ranks first among all sites in individual video streams initiated by U.S. users with nearly 1.5 billion streams, which represented 20 percent of all videos streamed by U.S. Internet users in July. The typical U.S. streamer on MySpace initiated an average of 39 streams during the course of the month, or slightly more than one per day. Yahoo! Sites ranked second in total streams initiated by U.S. users with 812 million, followed by Youtube with 649 million.
Top 10 Video Properties Ranked by Unique U.S. Streamers
Total U.S. - Home/Work/University Locations
Source: comScore Video Metrix
Property Unique U.S. Streams Initiated by Streams
Streamers U.S. Users per
(000) (MM) Streamer
Total Internet 106,534 7,182 67.4
Yahoo! Sites 37,934 812 21.4
MySpace 37,422 1,459 39.0
YouTube 30,538 649 21.2
Time Warner Network 25,675 258 10.1
Microsoft Sites 16,227 156 9.6
Viacom Digital 14,077 322 22.9
Google Sites 7,520 60 7.9
Ebaums World 7,143 67 9.4
MLB 6,442 30 4.6
ROO Group Inc. 5,841 186 31.9
Note: Streams are attributed to the property that provides
the stream. For example, the Youtube data include streams
that occurred on their Web property and on other properties
whereby Youtube provided those streams.
comScore Video Metrix measures online video content served through all major players, including: Flash, RealPlayer, Windows Media, QuickTime and DivX. The service, which is based on streaming activity among U.S. Internet users, does not include measurement of digital rights management (DRM) content (which is paid, encrypted content), online videos viewed through peer-to-peer (P2P) applications, or offline viewing of video content. Online Video Webcast
Today, at 1:00 p.m. ET, Leslie Darling, vice president of comScore's Media and Entertainment group, will review findings from the comScore Video Metrix service during a Webcast presented by Medialink. To sign up for today's Webcast, please visit: http://www.iian.ibeam.com/events/mdlk001/20061/
For more information about comScore Video Metrix, please e-mail MediaSolutions@comscore.com
or call (650) 244-5408.