These reports came out recently, and I thought they were a great follow up to a past post, Trend Report: Online Video Consumption and Advertising Sales. Though as you can see below there hasn’t much of a shift in the numbers from the last report, by views alone YouTube, VEVO, and Facebook are holding ground. Interestingly enough though, Hulu is the number one online video property based on number of ads viewed (over double from the second spot), which is a good indication of a higher quality of traffic.

*Apologies in advance for the uneven charts.

Major label-backed music video site Vevo dropped from second to fifth inComScore‘s monthly video view rankings, surpassed by traditional portals AOL, Yahoo and Microsoft during March. A rising tide lifted all boats, however as total viewing session were up from 5 billion to 5.7 billion and avg. video content consumed increased from 13.6 to 14.8 hours/viewer. Hulu continued to dominate in the minutes per viewer metric, with Hulu users watching an average 215 minutes on the site for the month.

Top U.S. Online Video Properties by Video Content Views
Ranked by Unique Video Viewers – March 2011
Property          Total UV  # of Sessions Minutes/Viewer

Total net aud.   174,315   5,726,413     889.1
Google Sites     143,191   1,971,939     275.6
AOL, Inc.           57,006      284,688      39.2
Yahoo! Sites      56,361       267,688      42.1
Microsoft Sites   53,090       331,282      47.2
VEVO                52,585       241,154      79.6
Facebook.com    48,792       185,817      19.2
Viacom Digital    48,696       180,638      73.2
Turner Digital     41,718       154,163      37.5
NBC Universal    31,052         65,973      17.3
Hulu                  27,537       143,673    215.5
Source: comScore Video Metrix

Hulu continues to dominate video ad views, delivering over 1.1 billion views February – that’s nearly 30% of the total video ads delivered in North America, according to ComScore. Tremor Media Video Network ranked second overall (highest among video ad networks) with 548.3 million ad views, followed by ADAP.TV (396 million) and SpotXchange Video Ad Network (343 million). Video ads accounted for 12.4% of all videos viewed and 1.2% of all minutes spent viewing video online.
Top U.S. Online Video Properties by Ads Viewed – ranked by Video Ads Viewed
February 2011
Property                Video Ads Total Min Frequency % Reach Total Pop.
Hulu                      1,131,047     454       48.1            7.8%
Tremor Media *         548,323     336         9.0          20.1%
ADAP.TV*                 395,864     236         8.2          16.1%
SpotXchange *          342,878     217         9.7          11.7%
Viacom Digital           284,767     131       11.7            8.0%
BrightRoll * †            273,190     157         5.1          17.8%
CBS Interactive         227,808       74       10.1            7.4%
Microsoft Sites           208,799       92        9.2            7.5%
ABC Television           171,359       71      20.9            2.7%
Undertone*               154,191       88        8.1            6.3%

Total Int: Total Aud.3,829,869   1,661      30.2          42.0%
Source: comScore Video Metrix, * = Video Network, †BrightRoll Video Network reported an internal tagging error that led to a potential undercounting of their videos

Netflix Still on the Rise

Accusations that Netflix is dominating web traffic don’t seem exaggerated after all. The company’s 20 million subscribers account for some 61% of all digital movies streamed online, according to a new NPD report, far ahead of its nearest competitors Comcast (8%) and DirecTV, Time Warner Cable and Apple (each tied at 4%.) The report noted that consumers are now well aware of and comfortable with the “four modes of digital-video acquisition,” which brings the latest releases to sell through services and VOD, while making subscription services such as Netflix wait. Digital video now makes up one quarter of all home video volume.

Netflix, which is monitored by Nielsen‘s video tracking service, continues to grow rapidly, ranking 6th in total streams and easily lead in the time per viewer category in March. For the second month in a row, VEVO was the #2 video brand in the U.S. with 33.3 million unique video viewers, trailing only YouTube with over 111 million unique video viewers. CNN Digital was new to the top 10 after a phenomenal 128% month-to-month boost in total streams as online viewers turned to the site to stream video covering the earthquake and tsunami in Japan. VEVO (+21%), Yahoo (+21%) and MTV Networks Music (+25%) also posted heady gains in March.

Top Online Video Brands by Unique Viewers (March 2011, U.S.)
Video Brand    Unique Viewers MOM   % Change in Viewers
YouTube           111,860                          3.6%
VEVO                 33,253                          3.0%
Facebook           31,885                           0.6%
Yahoo!              26,016                          11.1%
MSN/Windows
Live/Bing           15,972                           7.1%
Hulu                  12,315                           3.7%
AOL                   11,215                         13.7%
CollegeHumor     11,199                         19.9%
CNN                    9,603                          60.1%
FIM                     9,238                          14.6%
Source: The Nielsen Company

Top Online Video Brands by Total Streams (March 2011, U.S.)
Video Brand                      Total Streams (000) MOM % Change in Streams
YouTube                                8,166,713                   8.3%
Hulu                                         810,594                 -1.9%
VEVO                                        383,274                20.6%
MSN/WindowsLive/Bing              259,334                  2.4%
Yahoo!                                      203,292                20.7%
Netflix                                       201,577                28.0%
Turner-SI Digital Network           171,259                  5.8%
Facebook                                   157,069                 7.0%
CNN Digital Network                   156,748              127.8%
MTV Networks Music                  142,873                 24.9%
Source: The Nielsen Company

Top Online Video Brands by Time per Viewer, March 2011, U.S.
(250K Unique Viewer Minimum)
Video Brand Time/Viewer MOM % Change in Time
(hh:mm)______________________
Netflix               9:53                   6.6%
Tudou.com        8:30                   4.5%
Hulu                 5:13                   3.3%
Cwtv.com         2:58                -16.4%
Megavideo        2:35                  -7.7%
YouTube           2:20                   5.2%
Justin.tv           2:17                 16.8%
StageVU           2:05                -18.2%
Veoh                1:35                -12.6%
Nick Family       1:32                -31.3%
& Parents
Source: The Nielsen Company