Friday, March 23, 2007

'Primetime' U.S. Video Streaming Activity Occurs on Weekdays Between 5-8 P.M.

'Primetime' U.S. Video Streaming Activity Occurs on Weekdays Between 5-8 P.M.

PR Newswire via NewsEdge Corporation :

RESTON, Va., March 21 /PRNewswire/ -- comScore, a leader in digital media measurement, today released the latest data on the U.S. streaming video market from its Video Metrix service. In January, nearly 123 million people in the U.S. (70 percent of the total U.S. Internet audience) viewed 7.2 billion videos online. The average video streamer viewed 59 streams during the course of the month -- nearly two videos per day -- and viewed an average of 151 minutes of video online during the month, with the average viewing time per video registering 2.6 minutes.

    U.S. Streaming Video Market Overview*     January 2007     Source: comScore Video Metrix                                                Total U.S. Internet Audience     Unique Streamers & Downloaders (000)                            122,872     Reach (% of Total U.S. Internet Audience)                          70.0%     Streams& Downloads Initiated (MM)                                 7,239     Streams Per Streamer                                               58.9     Total Minutes (MM)                                               18,559     Minutes Per Streamer                                              151.0     Minutes Per Video Stream                                            2.6     * Note: "Streams" (which includes both streaming and progressive download       video) are attributed to the property that provides the stream,       including embedded videos viewed on another site.  

Google Sites was the top streaming video property in January, as measured by total unique streamers (54.7 million) and total video streams initiated (1.167 billion). The lion's share of video streaming activity at the property occurred via, which accounted for 992 million video streams initiated.

Weekdays from 5-8 P.M. Deliver Highest Relative Consumption of Online Video

comScore also conducted an analysis of U.S. video consumption by daypart, which showed that people were relatively more likely to view video on weekdays than on the weekend. In fact, peak relative viewing occurred between the hours of 5:00-8:00 P.M. on weekdays, when video consumption was 60 percent higher than average. Meanwhile, the highest relative video consumption on weekends occurred between the hours of 7:00-11:00 P.M., when streamers viewed 31 percent more video than average.

"Marketers have a great opportunity to leverage Internet video in conjunction with their traditional TV buy and essentially double their 'primetime' commercial airing hours," said Erin Hunter, executive vice president of comScore. "'Primetime' TV viewing occurs between 8:00 and 11:00 P.M., while 'primetime' viewing of online video occurs during the preceding block of time -- between 5:00 and 8:00 P.M. on weekdays. Shrewd marketers will utilize a multi-channel strategy to capitalize on these adjacent 'primetime' blocks in order to maximize their marketing impact."

    Video Consumption Analysis by Daypart     January 2007     Source: comScore Video Metrix                                        Daypart Hours   Daypart Share                                        as a Percent      of Weekly                                          of Total         Video       Daypart     Daypart Time Segments                  Week         Consumption    Index*     Weekday Total                               71.4%           74.7%     105     Monday - Friday, 1:00 A.M. - 7:00 A.M.      17.9%            5.9%      33     Monday - Friday, 7:00 A.M. - 10:00 A.M.      8.9%            6.9%      78     Monday - Friday, 10:00 A.M. - 5:00 P.M.     20.8%           30.5%     146     Monday - Friday, 5:00 P.M. - 8:00 P.M.       8.9%           14.3%     160     Monday - Friday, 8:00 P.M. - 11:00 P.M.      8.9%           11.8%     132     Monday - Friday, 11:00 P.M. - 1:00 A.M.      6.0%            5.4%      90     Weekend Total                               28.6%           25.3%      88     Saturday - Sunday, 1:00 A.M. - 8:00 A.M.     8.3%            2.8%      34     Saturday - Sunday, 8:00 A.M. - 1:00 P.M.     6.0%            5.4%      91     Saturday - Sunday, 1:00 P.M. - 7:00 P.M.     7.1%            8.5%     119     Saturday - Sunday, 7:00P.M. - 11:00 P.M.     4.8%            6.2%     131     Saturday - Sunday, 11:00P.M. - 1:00 A.M.     2.4%            2.3%      96     *Daypart Index = (Daypart Share of Weekly Video Consumption / Daypart      Hours as a percent of Total Week) x 100  

Note: comScore Video Metrix measures online video content served through all major formats, 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.

For more information about comScore Video Metrix, please e-mail or call (650) 244-5408.

About comScore Media Metrix

comScore Media Metrix, a product line of comScore, provides industry- leading Internet audience measurement services that report details of online media usage, visitor demographics and online buying power for the home, work and university audiences across local U.S. markets and across the globe. comScore Media Metrix continues the tradition of quality and innovation established by its Media Metrix syndicated Internet ratings -- long recognized as a currency in online media measurement among financial analysts, advertising agencies, publishers and marketers -- while drawing upon comScore's advanced technologies to address important new industry requirements. The comScore Media Metrix syndicated ratings are based on industry-sanctioned sampling methodologies.

About comScore

comScore, Inc. is a global leader in measuring the digital age. This capability is based on a massive, global cross-section of more than 2 million consumers who have given comScore permission to confidentially capture their browsing and transaction behavior, including online and offline purchasing. comScore panelists also participate in survey research that captures and integrates their attitudes and intentions. Through its proprietary technology, comScore measures what matters across a broad spectrum of behavior and attitudes. comScore consultants apply this deep knowledge of customers and competitors to help clients design powerful marketing strategies and tactics that deliver superior ROI. comScore services are used by global leaders such as AOL, Microsoft, Yahoo!, Verizon, Best Buy, The Newspaper Association of America, Tribune Interactive, ESPN, Fox Sports, Nestle, MBNA, Universal McCann, the United States Postal Service, Merck and Expedia. For more information, please visit .

SOURCE comScore, Inc.

CONTACT: Andrew Lipsman, comScore, Inc., +1-312-775-6510, or

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