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Hulu Passes Yahoo in Online Video Views

18 Jun, 2012 By: Erik Gruenwedel

Hulu quietly supplanted Yahoo in the number of online videos watched by viewers in May — second only to perennial leader YouTube, according to the latest online video rankings by comScore.

Hulu, which is co-owned by The Walt Disney Co., News Corp. and NBC Universal, generated more than 887 million videos in May topping Yahoo with 845 million. More importantly, the average Hulu viewer consumed 253.7 minutes of video, with the repurposed content aggregator delivering more than 1.6 billion online ads — compared to 1.4 billion ads by YouTube.

The online ads tally is noteworthy considering Hulu generated 25.6 million unique viewers in May compared to 180.5 million viewers for YouTube. In other words, while YouTube still attracts the most eyeballs to largely user-generated free or promotional material, Hulu is getting the most dollars from advertisers per online viewer.

Indeed, the average Hulu viewer (including subscription video-on-demand subsidiary Hulu Plus) was subjected to 55.5 ad spots compared to 18.6 ad spots per YouTube viewer.

Overall, the average online viewer watched 21.9 hours of video content, with YouTube (7.7 hours) and Hulu (4.2 hours) earning the highest average engagement among the top ten properties.


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