Press Releases

December 14, 2010

19.2 Million Spanish Internet Users watched 2.9 Billion Online Videos in October 2010

YouTube Leads Ranking with Nearly 3.3 Hours per Viewer During the Month

Madrid, Spain, December 14, 2010 – comScore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today released data from its recently launched Spanish comScore Video Metrix service, indicating that 2.9 billion videos were viewed online in Spain in October 2010.

19.2 Million Internet Users Viewed Online Videos in Spain

Comparing online video’s reach within four major European markets, Spain ranked second with 83.1 percent reach, representing 19.2 million Spanish viewers.

EU4 (France, Spain, Germany, UK) Online Video Overview Ranked by % Reach Internet Population
October 2010
Total Audience, Age 6+ - Home & Work Locations* 
Source: comScore Video Metrix
 
  Total Unique Viewers (000) % Reach Country Internet Population Videos Viewed (Millions)
France 39,375 84.4 5,480.6
Spain 19,222 83.1 2,912.9
Germany 40,168 81.3 7,827.2
UK 35,031 80.7 6,041.3

 *Excludes visitation from public computers such as Internet cafes or access from mobile phones or PDAs.

Online videos reached an equal proportion of the male and female Internet population in Spain; however men consumed 49 percent more videos per user. While the 25-34 year old age group represented the largest portion of viewers, 15-24 year old users consumed 202 videos per viewer, more than any other age group.

Demographic Profile of Spanish Online Video Viewers
October 2010
Total Audience, Age 6+ - Home & Work Locations* 
Source: comScore Video Metrix
 
  Total Unique Viewers (000) % Reach Internet Population Videos per Viewer
Total Audience 19,222 83.1 151.5
 All Males 10,816 83.3 177.1
 All Females 8,406 82.9 118.7
Persons – Age      
 6-14 1,320 61.2 54.5
 15-24 3,460 90.2 202.5
 25-34 4,559 86.7 173.6
 35-44 4,313 84.3 147.7
 45-54 2,904 82.9 145.1
 55+ 2,666 81.8 109.0

 *Excludes visitation from public computers such as Internet cafes or access from mobile phones or PDAs.

Google Sites Most Popular Online Video Destination in Spain

Driven by the popularity of YouTube.com (which accounted for 99.7 percent of all videos viewed on the property), Google ranks as the top video property with 1.2 billion videos viewed in October 2010. The 16.7 million people who watched a YouTube video during the month spent a total of 55.2 million hours, or 3.3 hours per viewer, viewing the video content. Vevo ranked second with 3.9 million unique viewers and 23 million videos viewed. The third largest video property in Spain is dailymotion.com, which attracted 3.5 million online video viewers to its content.

The highest ranking publishing group among the top 10 video content properties is RCS Media Group (including marca.com and elmundo.es) with 3.1 million unique viewers and 21.2 million videos watched.

Top Spanish Online Video Content Properties* by Total Unique Viewers (000)
October 2010
Total Spain, Age 6+ – Home & Work Locations
Source: comScore Video Metrix
Media Total Unique Viewers (000) Videos (000) Total Hours (MM)
Total Internet : Total Audience 19,222 2,912,947 311.3
Google Sites 16,711 1,205,023 55.2
Vevo 3,868 23,309 3.0
Dailymotion.com 3,531 17,291 1.8
Microsoft Sites 3,355 20,407 0.7
Facebook.com 3,215 13,971 1.0
RCS Media Group 3,075 21 ,230 0.5
Grupo Prisa 3,034 18,024 0.8
Viacom Digital 2,386 10,225 1.4
Hispavista Sites 2,144 29,716 1.7
Rtve.es 2,078 20,434 3.5

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

“The Spanish online video market is attracting an increasing share of Internet users’ attention,” said Jaime Agulló, general director of comScore Iberia. “While the majority of videos are watched on YouTube, we are also seeing eyeballs move towards professional long- and short-form content produced by leading broadcasters such as RTVE.es. This trend presents a significant opportunity for advertisers to more actively consider online in their brand building budgets.”

Complimentary Webinar
comScore’s industry-leading video measurement product is now available for 16 individual markets including UK, France, Germany and Spain in Europe, with additional countries becoming available in the near future.
comScore will be hosting a live complimentary webinar in Spanish: ¿Cómo está creciendo el video online en España? on December 15 (11:00 AM CET). For more details and to register, please visit: https://www1.gotomeeting.com/register/468743672

About comScore
comScore, Inc. (NASDAQ: SCOR) is a global leader in measuring the digital world and preferred source of digital business analytics. For more information, please visit www.comscore.com/companyinfo.
 

Ayaan Mohamud
comScore, Inc.
+ 44 (0) 207-099-1775
worldpress@comscore.com



Tags: Rankings, Video, YouTube