Top U.S. Online Video Content Properties by Videos Viewed - Oct.

2009

Property Videos (000) Share (%) of Videos

Total Int. Total Audience 27,942,066 100.0

Google Sites 10,524,187 37.7

Hulu 855,559 3.1

Microsoft Sites 450,957 1.6

Fox Interactive Media 446,396 1.6

Viacom Digital 407,205 1.5

Yahoo! Sites 338,035 1.2

Turner Network 288,070 1.0

CBS Interactive 255,124 0.9

Facebook.com 245,422 0.9

ABC Television 203,512 0.7

Source: comScore Video Metrix, Rankings based on video content sites; excludes
video server networks. Online video includes both streaming and progressive
download video.

Top U.S. Online Video Content Properties* by Unique Viewers - Oct. 2009

Property Unique Viewers (000) Average Videos per Viewer

Total Int. Total Audience 167,231 167.1

Google Sites 126,103 83.5

Fox Interactive Media 53,410 8.4

Yahoo! Sites 50,061 6.8

CBS Interactive 43,658 5.8

Hulu 42,464 20.1

Facebook.com 41,155 6.0

Microsoft Sites 40,692 11.1

Viacom Digital 39,509 10.3

NBC Universal 29,876 6.4

AOL LLC 25,936 6.5

Source: comScore Video Metrix, Rankings based on video content sites; excludes
video server networks. Online video includes both streaming and progressive
download video.

Hulu racked up phenomenal gains in traffic and views during October, thanks to
new fall programming and the addition of new partner ABC's popular shows,
according to comScore Video Metrix. Hulu served a total of 856 million video
streams during the month - up from 583 million in September, while uniques spiked
about 10% to 42.5 million. Minutes per viewer, an important engagement metric,
were also up from 92 minutes last month to 123 minutes in Oct. It's safe to say that
the still controversial site has reached a crucial mass in terms of usage. Meanwhile
demand for advertising on the portal appears healthy, with AdAge reporting that
Hulu is close to selling out its inventory for Q4. The News Corp., NBCU, ABC joint
venture has been able to command impressive CPMs and to monetize long tail, back
catalogue content better than anyone online. (Where else would you look for Adam
Sandler's Thanksgiving Song?) However, the problem with online premium video
continues to be a lack of inventory to sell; most hour-long programs include just 4-5
single commercial breaks. It will be interesting to see what direction Hulu heads in
during the new year to squeeze more revenue out of the platform. No one remedy
will likely fit the bill, so look for a combination of new ad products and subscription
options.