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BizReport : Advertising : July 19, 2010


comScore: Hulu has more ad views than YouTube

YouTube may still hold the title for Most Viewed Clips, but for advertisers the smart money may lie in Hulu's platform. Why? Because according to the latest numbers from comScore, Hulu's platform has more than double the ad-views as YouTube. Even more impressive: Hulu's total audience is only about one-fifth the size of YouTube's vast audience.

by Kristina Knight

hulu.jpg"Online video has evolved. . .to a channel that now delivers a great deal of professionally produced long-form content that is identical to what a viewer would find on TV," said Tania Yuki, comScore senior director of video and cross-media products. "Consequently, more attention is rightfully being given to the monetization of the online video medium, particularly as it relates to the existing TV landscape."

According to comScore's recently released Video Metrix 2.0, which measures the online video landscape, just over 175 million US consumers watched an online video clip in June, with Google's YouTube site pulling in the bulk of unique viewers (144.5 million). Yahoo sites were responsible for 44 million viewers and Hulu for 24 million viewers. Still, Hulu's viewers watched about 135 minutes of video compared to YouTube's 260 minutes, not a bad discrepancy considering Google's ranks at the top and Hulu at the bottom for total clips viewed.

The biggest differences come in ads served through the platform. Hulu ranked first for video ads viewed with 566 million, reaching about 8% of the population. Each Hulu viewer was shown 24 video ads (on average). Google sites showed 200 million video ads, reaching 15% of the population but with each viewer seeing only about 4 ads.

Still, the overall time spent with video ads is quite low compared to time spent with clips. comScore's findings indicate that just over 12% of all videos viewed were ads, and that video ads represented only about 1% of the total minutes spent watching clips.

Tags: Google, Hulu, online video, video ads served, video advertising, video clips, Yahoo, YouTube










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