Press Releases

December 14, 2011

More than 200 Billion Online Videos Viewed Globally in October

YouTube Accounts for At Least 34 Percent of All Videos Amongst Leading European Markets

London, UK, 14 December 2011 - comScore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today released inaugural data on worldwide online video viewing from the comScore Video Metrix service. The report found that nearly 1.2 billion people age 15 and older watched 201.4 billion videos online globally during October 2011. Google Sites, driven by YouTube.com, ranked as the top video destination with nearly 88.3 billion videos viewed on the property worldwide during the month.

“As global broadband connectivity continues to rise, online video viewing has taken off in a big way and has become a fully integrated component of the digital content experience,” said Dan Piech, comScore product manager for video. “With the introduction of comScore’s global measurement of online video viewing, multinational media brands and advertisers can now gain a more comprehensive understanding of how online video reaches audiences around the world.”

YouTube Delivers 2 of Every 5 Videos Viewed Worldwide
 In October 2011, 201.4 billion videos were viewed online from a home or work location, with the global viewing audience reaching 1.2 billion unique viewers age 15 and older. Google Sites led as the top global video property with nearly 88.3 billion videos viewed on the property during the month, accounting for 43.8 percent of all videos viewed globally. YouTube.com was the key driver of video viewing on Google Sites, accounting for more than 99 percent of videos viewed on the property.

China-based Youku, Inc. was the second largest video property globally with 4.6 billion videos viewed in October (2.3 percent global share), followed by VEVO which accounted for nearly 3.7 billion videos (1.8 percent share). YouTube is an important channel for Vevo, with over 97 percent of Vevo videos viewed on the company’s YouTube channel.

Top 5 Global Video Properties by Total Videos* Viewed (000)
October 2011
Total Worldwide – Visitors Age 15+ Home/Work Location**
Source: comScore Video Metrix
  Videos
(000)
Share of Videos
Total Internet : Total Audience 201,420,689 100.0%
Google Sites 88,278,970 43.8%
Youku Inc. 4,644,727 2.3%
VEVO 3,697,229 1.8%
Facebook.com 2,590,812 1.3%
Dwango Co., Ltd. 2,458,180 1.2%

*A video is defined as any streamed segment of audiovisual content, (both progressive downloads and live streams). For long-form, segmented content, (e.g. television episodes with ad pods in the middle) each segment of the content is counted as a distinct video stream.
**Excludes views from public computers such as Internet cafes or access from mobile phones or PDAs.

Canadians Watch Most Videos, While Turkey has Highest Video Penetration
 An analysis of selected online video markets by engagement revealed that viewers in Canada and the U.S. averaged the highest number of videos per viewer in October, at 304 videos and 286 videos, respectively. Viewers in the UK averaged nearly 269 videos per viewer during the month, while viewers in Turkey and Germany both watched an average of 251 videos.

An analysis of selected markets with the highest penetration of online video viewing revealed that 93.6 percent of internet users in Turkey watched at least one video online during the month, followed by Canada with 90.9 percent of web users consuming video. Other European markets that ranked within the top 10 were Spain and France with nearly 89 and 87 percent reach of online video amongst their internet population.

Selected Markets by Videos* per Viewer and Online Video Viewing Penetration
October 2011
Total Worldwide – Visitors Age 15+ Home/Work Location**
Source: comScore Video Metrix
         
Selected Markets by Videos per Viewer Videos per Viewer   Selected Markets by % Reach of Web Population % Reach Web Population
Canada 303.7   Turkey 93.6%
US 286.3   Canada 90.9%
UK 268.6   Chile 90.2%
Turkey 250.7   Argentina 89.6%
Germany 250.6   Brazil 89.0%
Japan 222.7   Hong Kong 88.9%
France 190.1   Spain 88.9%
Spain 178.6   US 88.0%
Hong Kong 160.0   Mexico 87.2%
Singapore 153.2   France 86.8%

*A video is defined as any streamed segment of audiovisual content, (both progressive downloads and live streams). For long-form, segmented content, (e.g. television episodes with ad pods in the middle) each segment of the content is counted as a distinct video stream.
**Excludes views from public computers such as Internet cafes or access from mobile phones or PDAs

YouTube Delivers Most Videos Across European Markets
 An analysis of the top video properties for the European markets currently reported in Video Metrix reveals Google Sites, buoyed by YouTube, to be the top property for each of these countries. Google Sites accounted for at least 34 percent of all videos viewed in the month for each country and more than half (55.9 percent share) of all videos viewed in Italy. Google Sites also exhibited high rates of viewer engagement in each of the European markets, with viewers spending at least 4 hours on the property in October.

Top 3 Video Properties by Total Videos Viewed (000) in Selected European Countries
 October 2011
 Total Audience – Visitors Age 15+ Home/Work Location*
 Source: comScore Video Metrix
  Videos (000) Share of Videos Minutes per Viewer
France      
 Google Sites 2,780,653 39.6% 273.7
 Dailymotion.com 186,582 2.7% 82.2
 VEVO 141,721 2.0% 50.3
Germany      
 Google Sites 5,391,269 49.2% 496.7
 RTL Group Sites 118,320 1.1% 22.9
 FutureTV 116,555 1.1% 42.1
Italy      
 Google Sites 1,689,226 55.9% 273.2
 VEVO 128,046 4.2% 61.2
 Perform Sports 51,986 1.7% 78.5
Russia**      
 Google Sites 2,299,623 41.8% 233.8
 Mail.ru Group 259,902 4.7% 65.8
 Gazprom Media 196,095 3.6% 67.4
Spain      
 Google Sites 1,547,666 45.6% 269.4
 VEVO 114,129 3.4% 56.9
 Antena 3 Television 51,306 1.5% 107.2
Turkey      
 Google Sites 1,865,113 34.2% 352.9
 Facebook.com 797,364 14.6% 275.7
 Turk Telekom Group 199,433 3.7% 222.6
United Kingdom      
 Google Sites 3,702,990 43.8% 494.9
 VEVO 193,910 2.3% 68.9
 BBC Sites 112,954 1.3% 98.0

*Excludes views from public computers such as Internet cafes or access from mobile phones or PDAs
**The data represented is currently not inclusive of video viewing on Vkontakte sites

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) 203-111-1758
worldpress@comscore.com



Tags: Video,