Hulu: No. 2 on Videos Served Behind YouTube

But Internet TV Site Ranks 13th in Total Audience, According to ComScore
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As Hulu CEO Jason Kilar heads out the door and with its future in limbo, the Internet TV site continues to perform well on videos views and ad metrics -- although its total audience put it in 13th place behind other video properties for the month of February, according to research firm comScore.

Hulu’s monthly unique visitors totaled 24.1 million last month, who watched 709.9 million total videos, according to comScore. Meanwhile, Hulu served 1.44 billion ads in February 2013, representing 583 million minutes.

According to Hulu, comScore is undercounting its audience -- the website claims it actually has about 30 million monthly unique users. The reason for the gap? Hulu says it’s because comScore does not measure consumption via tablets, smartphones, connected TV and other living-room devices.

Google’s YouTube kept the No. 1 spot with a bullet in terms of reach and overall views, with 150.7 million unique visitors and 11.3 billion video clips served. And while Google delivered more ads -- 2.22 billion -- they amounted to 182 million minutes, less than one-third of Hulu’s total.

Only ad networks BrightRoll and Adap.tv delivered more online ad minutes than Hulu, with 859 million and 687 million minutes, respectively, according to comScore.

In a blog post Thursday, Kilar announced the appointment of Hulu senior VP of content Andy Forssell as interim CEO, who will take over at the end of the quarter. Kilar in January announced plans to depart the company.

Forssell’s position is temporary, as two of Hulu’s owners -- Walt Disney Co. and News Corp. -- “are currently finalizing their forward-looking plans with Hulu,” Kilar wrote. Comcast, the third stakeholder, is forbidden from operational oversight of Hulu under the terms of the FCC’s approval of its deal for NBCUniversal.

Kilar put a rosy sheen on Hulu’s current health, touting “new records being set in Q1 across both revenue and subscriber additions.”

Hulu closed out 2012 with approximately $700 million revenue and more than 3 million paying customers for the $7.99-per-month Hulu Plus service, according to Kilar.

Overall, in February 2013, 178.0 million Internet users watched 33.0 billion videos, with 9.87 billion ads served (representing 3.77 billion minutes), according to comScore.

While comScore’s numbers for February 2013 appeared to show year-over-year declines versus the year prior, the firm changed its methodology in August 2012 so the year-over-year comparison is not statistically valid, VP of industry analysis Andrew Lipsman said.

After Google and YouTube, the top 10 online video sites in terms of unique monthly viewers for February were: Facebook (61.2 million), Vevo (49.5 million), NDN (46.3 million), Yahoo! (43.6 million), Viacom (39.1 million), Microsoft (36.7 million), AOL (35.3 million), Turner (30.2 million) and Amazon.com (28.7 million).

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