Press Releases

April 21, 2009

Canada Ranks as a Global Leader in Online Video Viewing

Average Canadian Watched 10 Hours of Video Online in February

TORONTO, CANADA, April 21, 2008 – comScore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today released a report on the Canadian online video market, based on February 2009 comScore Video Metrix data, which showed that 21 million Canadians viewed more than 3.1 billion videos online during the month. The average Canadian online video viewer spent 10 hours viewing videos in February, up 53 percent from their average viewing time last year.

“Canada’s high broadband penetration and tech savvy Internet users make it an optimal environment for online video to flourish,” said Bryan Segal, vice president of sales, comScore Canada. “The combined forces of reach, high engagement and ‘sight, sound and motion’ make online video a particularly attractive brand-building vehicle for online advertisers.”

Google Sites Holds Commanding Lead in Canadian Video Market
Google Sites led as the most popular video destination in February with more than 1.6 billion videos viewed (52 percent share of all videos), and YouTube.com accounting for nearly 99 percent of videos viewed at the property. Microsoft Sites ranked as the second most popular video destination with 55.6 million videos viewed (1.8 percent share), followed by Yahoo! Sites with 45.7 million videos (1.5 percent share).

Top Canadian Online Video Properties* by Videos Viewed
February 2009
Total Canada – Home and Work Locations
Source: comScore Video Metrix
Property Videos (000) Share (%) of Videos
Total Internet : Total Audience 3,107,826 100.0
Google Sites 1,625,244 52.3
Microsoft Sites 55,645 1.8
Yahoo! Sites 45,697 1.5
Megavideo.com 36,828 1.2
CTVglobemedia 25,200 0.8
Dailymotion.com 20,930 0.7
Facebook.com 19,470 0.6
Viacom Digital 18,190 0.6
Turner Network 12,368 0.4
Fox Interactive Media 11,694 0.4

*Rankings based on video content sites; excludes video server networks. Online video includes both streaming and progressive download video.

Canadians Watched Nearly 150 Videos per Viewer in February

More than 21 million Canadian viewers, or 88 percent of the total Canadian Internet population, watched an average of 147 videos per viewer in February. Google Sites attracted the most viewers with 18.2 million watching an average of 89 videos per viewer during the month. Microsoft Sites drew 7.1 million viewers, while Facebook ranked third with 5.8 million viewers.

Top Canadian Online Video Properties* by Unique Viewers
February 2009
Total Canada – Home and Work Locations
Source: comScore Video Metrix
Property Unique Viewers (000) Average Videos per Viewer
Total Internet : Total Audience 21,129 147.1
Google Sites 18,171 89.4
Microsoft Sites 7,113 7.8
Facebook.com 5,848 3.3
Yahoo! Sites 4,954 9.2
Fox Interactive Media 2,895 4.0
Dailymotion.com 2,718 7.7
Viacom Digital 2,678 6.8
CTVglobemedia 2,329 10.8
Megavideo.com 1,940 19.0
CBS Interactive 1,879 3.0

*Rankings based on video content sites; excludes video server networks. Online video includes both streaming and progressive download video.

Other notable findings from February 2009 include:

  • The average online video was 4.1 minutes in length, up nearly 25 percent from the previous year’s 3.3 minute average.
  • More than 1.6 billion videos were viewed by 18 million viewers on YouTube.com in February, representing nearly 90 videos per viewer.
  • Nearly 88 percent of the total Canadian Web population viewed online video in February, the highest penetration of the five countries currently reported by comScore Video Metrix (France 82 percent, Germany 82 percent, U.K. 81 percent, U.S. 76 percent).
  • The average online video viewer in Canada watched 605 minutes of video in the month, the largest amount of time of the five countries reported by comScore Video Metrix (U.K. 540 minutes, Germany 466 minutes, France 390 minutes, U.S. 312 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.

Contact:
Sarah Radwanick
Lead Corporate Marketing Manager
comScore, Inc.
+44 (0) 20 7099 1784
worldpress@comscore.com