Hulu has been a huge success in drawing in online viewers around free content. Hulu is an online video provider backed by NBC Universal, News Corporation, and Disney. The site features content from the key partners and does not focus on YouTube style user generated content. Their player and site experience is really well done and the site has quickly become the second largest video site on the web topped only by the Google Video sites including of course the largest being YouTube.
Below is a clip from Hulu’s Eric Feng, senior VP and chief technical officer. Talking about the key challenges that face Hulu and the industry. Key Challenges include:
- Quality of Video – The end user demand for high quality large format video is rising
- Network Infrastructure Challenges
- Hulu specifically faces the business model challenge of serving three destinct segments including end users, advertisers and content publishers
Below are excepts from the recent Comscore report showing the Hulu delivered 856 million U.S. video views in October.
TV Content Prevalent Among Ranking of Top 10 Video Properties
RESTON, VA, November 25, 2009 – comScore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today released October 2009 data from the comScore Video Metrix service, showing that more than 167 million U.S. Internet users watched online video during the month. Online video viewing continued to reach record levels in October with nearly 28 billion videos viewed during the month, as Google Sites accounted for 38 percent of videos viewed online by Americans.
Top 10 Video Content Properties by Videos Viewed
Google Sites continued to rank as the top U.S. video property in October as it delivered 10.5 billion videos viewed. YouTube.com accounted for nearly 99 percent of all videos viewed at the Google Sites property. Hulu ranked second with 856 million videos viewed (3.1 percent) followed by Microsoft Sites with 451 million (1.6 percent) and Fox Interactive Media with 446 million (1.6 percent).
Top U.S. Online Video Sites
*Rankings based on video content sites; excludes video server networks. Online video includes both streaming and progressive download video.
Top 10 Video Content Properties by Viewers
More than 167 million viewers watched an average of 167 videos per viewer during the month of October. Google Sites attracted 126 million unique viewers during the month (83.5 videos per viewer), followed by Fox Interactive Media with more than 53 million viewers (8.4 videos per viewer) and Yahoo! Sites with 50 million viewers (6.8 videos per viewer). The average Hulu viewer watched 20.1 videos during the month, representing another all-time high for the property.
Top 10 U.S. Online Video Sites
*Rankings based on video content sites; excludes video server networks. Online video includes both streaming and progressive download video.
Top Video Ad Networks by Potential Reach
In October, Tremor Media ranked as the #1 video ad network with a potential reach of 75 million viewers, or 45.0 percent of the total viewing audience. YuMe Video Network ranked second with a potential reach of 68 million viewers (40.4 percent penetration) followed by Broadband Enterprises (BBE) with 67 million viewers (40.0 percent).
Top 10 U.S. Ad Networks
Other notable findings from October 2009 include:
- The top video ad networks in terms of their actual delivered reach were: BrightRoll Video Network with 16.5 percent penetration of online video viewers, Tremor Media Video Network with 15.5 percent, and BBE with 13.6 percent.
- 84.4 percent of the total U.S. Internet audience viewed online video.
- The average online video viewer watched 10.8 hours of video.
- 125.3 million viewers watched nearly 10.4 billion videos on YouTube.com (83.1 videos per viewer).
- 41.1 million viewers watched 313.5 million videos on MySpace.com (7.6 videos per viewer).
- The average Hulu viewer watched 20.1 videos, totaling 2 hours of videos per viewer.
- The duration of the average online video was 3.9 minutes.
About comScore
comScore, Inc. (NASDAQ: SCOR) is a global leader in measuring the digital world and preferred source of digital marketing intelligence. For more information, please visit www.comscore.com/companyinfo.
Post By: Warren Raisch on Social Media Marketing Success Stories: December 2, 2009
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