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comScore: Netflix Cracks Top 50 Online Properties

25 Mar, 2013 By: Erik Gruenwedel

New multi-platform media tracking service includes smartphone, tablet and desktop audiences

It may appear we are all living in Netflix’s streaming world, but in reality, the subscription video-on-demand pioneer ranked 40th among the top 50 multi-platform media properties visited in February, according to new data from comScore.

The Reston, Va.-based digital data tracking company March 25 unveiled a new multi-platform service tabulating an online properties’ desktop, tablet and smartphone monthly audiences. The data does not quantify what percentage of users consume digital properties via the TV.

Netflix ranked 40th among the top 50 properties in February, with 38.9 million unique visitors — significantly behind perennial No. 1 YouTube with 228 million visitors and No. 4 Facebook with 175 million visitors.

Other top properties included Yahoo at No. 2 with 210 million visitors, and Microsoft at No. 3 with about 1 million more visitors than Facebook. Indeed, Netflix trailed ESPN.com, Walmart.com, New York Times, Twitter, Craigslist, Disney.com and Pandora, among others.

Netflix, which topped Zynga, Fox.com, Groupon, Target.com and Time Warner, among others, accounted for 13% of the February domestic desktop traffic, and 16.8% of mobile audience, which includes smartphones and tablets.

comScore noted that the average property within the Top 100 increased its audience size by an average of 38%, and 19 of those properties had incremental mobile (i.e. smartphone and tablet) audiences that extended the reach of their desktop audiences by at least 50%.

The properties with the greatest incremental percentage gains from mobile were Groupon (223%), Zynga (211%) and Pandora (183%).

“This unified view of digital audiences not only establishes a new measurement standard for the industry, but also has the potential to unlock insights that can deliver substantial, currently unrealized value to our publisher, advertiser and agency clients,” Jeff Hackett, EVP of comScore, said in a statement.

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