Google rules online video, but Hulu shows more ads

Ronny Kerr · July 15, 2011 · Short URL:

Online video data from comScore says 85.6% of U.S. audience was watching online video in June

You online surfers sure do love your video.

In June, 178 million U.S. Internet users accessed online video content, with each viewer watching an average of 16.8 hours for the month, according to comScore Video Metrix. In total, comScore counted more than 6.2 billion viewing sessions for the entire month, marking the first time that number rose above 6.0 billion.

Google, with the ever-influential YouTube under its belt, still ranks as the top online video property, having served 149.3 million unique viewers last month. Viewers watched an average of 324.1 minutes, or 5.4 hours. Viewing sessions for Google totaled 2.3 billion.

Trailing Google are VEVO, Yahoo!, Microsoft and Viacom, each with 63.0 million, 52.7 million, 50.7 million and 49.5 million million unique viewers, respectively. Predictably, though Hulu ranks ninth on the list for number of unique viewers (26.7 million), it has the second highest average viewing time: 184.8 minutes, or a little over three hours.

Furthermore, Hulu has done a stellar job of monetizing those views with advertising. The on-demand video site generated just over 1.0 billion video ad impressions in June, with each viewer watching an average of 38.8 ads.

Hulu is a self-contained system, however, meaning that the four Web properties that rank beneath it (in terms of video ads delivered) all reach a wider cross-section of the video-watching American audience.

Tremor Video (formerly Tremor Media),, BrightRoll Video Network and Specific Media each reach over 20 percent of the total U.S. population. Additionally, they deliver 753.0 million, 677.7 million, 628.6 million and 421.7 million video ad impressions, respectively.

Two of those ad networks hit headlines recently. First was in March, when the company closed $20 million in Series C financing led by Bessemer Venture Partners. And, just a couple weeks ago, you may have heard about how News Corp. sold Myspace for $35 million? Well, the buyer was Specific Media.

A couple other interesting statistics: 85.6 percent of the U.S. Internet audience watched online video in June, the average duration of video content was 5.4 minutes and the average duration of video ads was 0.4 minutes. Impressively, video ads make up 13.6 percent of all videos viewed and 1.3 percent of all time spent watching video online.

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Tremor Media


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Tremor Media (, the leading online video monetization and advertising company, provides brand advertisers with in-stream and in-banner video advertising solutions on top-tier publisher sites with a combined 189.9 million uniques, reaching 90.6% of internet users. Tremor Media’s innovative video ad formats, advanced targeting, and industry-leading measurement tools enable advertisers to deliver efficient, scalable, and engaging video campaigns with measurable impact.


In addition, Tremor Media’s Acudeo® technology provides publishers with a full suite of products and services to monetize streaming video and maximize ROI. Acudeo delivers the industry’s most flexible and easy-to-use ad policy management tools and provides access to the industry’s leading revenue sources including turnkey integrations with all major video ad networks, ad serving, and video analytic technologies. With Tremor Media’s Acudeo technology, publishers can achieve maximum revenue while retaining total control and flexibility over their advertising inventory.


For more information


Joined Vator on Leadership and Innovation for the New World of Online Video Advertising helps publishers capitalize on the soaring popularity of online video among viewers and advertisers. Our flagship offering, OneSource, provides a single point of control to serve and manage ads from in-house and third party sources, in all major video formats, using your existing display ad server. OneSource streamlines ad operations, supporting efficient scalability for any online video business, from startups to major media companies.

As the first open and universal video ad sourcing and management platform, the powerful yet simple to use OneSource system has already gained broad industry support. More than 300 publishers in 71 countries use OneSource to monetize hundreds of millions of video streams each month. Whether an already established leader in video publishing—or a publisher determined to become one— provides the tools they need to achieve their online video goals.

BrightRoll, Inc.


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Led by a team of Internet advertising veterans and engineers, BrightRoll has served billions of advertisements since we got started. We achieved this growth by enabling agencies and brand advertisers to execute smart video ad campaigns across the industry’s leading publishers, including over half of the top 250 websites in the United States.

Dozens of advertising agencies work with BrightRoll to execute campaigns for their premier brands. By offering full site disclosure, detailed performance reports and flexible targeting, we provide advertisers with the reach, frequency, scalability, and transparency needed to achieve their goals.

Hundreds of branded publishers work with BrightRoll to maximize the value of their online inventory. We are fortunate to work with many of the Internet’s leading branded publishers, including multiple television properties, and most of the leading high-volume video sites.

BrightRoll is headquartered in San Francisco, CA, and has sales offices throughout the United States.