Press Releases

December 17, 2013

comScore Introduces Online Video Measurement in Colombia 

comScore Video Metrix Now Available for 27 Markets Worldwide, Including 5 in Latin America

Bogotá, Colombia, 17 December, 2013 – comScore (NASDAQ: SCOR), a global leader in digital measurement and analytics, today announced the launch of comScore Video Metrix in Colombia. The online video measurement service, which was the first service of its kind to market in the U.S. more than six years ago, has since been launched in 27 markets around the world including Latin America countries such as Argentina, Brazil, Chile, Mexico and now Colombia. comScore Video Metrix has been developed to enable comScore’s clients to get insights into the online video market and help them to succeed in the online video marketplace. The debut Video Metrix report in Colombia showed that 10.8 million online video viewers watched nearly 1.6 billion videos in October 2013.
Note: The first month of data available to clients will be December 2013 data, to be released in January 2014.

Online Viewers in Colombia are the Most Engaged Latin American After Brazil
Colombia ranks second only to Brazil in terms of video engagement with an average of 149.8 videos watched per viewer during October 2013. Online video streaming has strong adoption in Colombia, with 89.5 percent of its total online population watching videos during the month, compared to the global average at 84.9 percent.

Audience of Reportable Latin America Markets Ranked by Videos per Viewer
 October 2013
 Total Latin America Audience, Age 15+, Home and Work Locations*
 Source: comScore Video Metrix
  Total Unique Viewers (000)

% Reach

 

 

Videos per Viewer

Global 1,369,435 84.9 199.3
Brazil 68,093 87.8 184.0
Colombia 10,831 89.5 149.8
Chile 5,525 91.5 124.5
Mexico 23,906 81.3 104.4
Argentina 17,120 95.5 79.8

*Does not include visits from public Access computers, such as Internet cafes, mobile phones or PDAs

Young Colombians Males Show Highest Engagement with Online Video
Colombian males between the ages of 15-24 were the most engaged viewers with an average of 213.3 videos viewed for a total of 16.6 hours during the month. Comparatively, females age 15-24 watched just 144.4 videos on average for a total of 8.6 hours of viewing time. Across all age segments, males watched an average of 49 more videos and spent 5.7 more hours watching online video than their female counterparts.

Demographic Profile of Online Video Viewers in Colombia
October 2013
Total Colombia, Age 15+ Home & Work Locations*
Source: comScore Video Metrix
  Videos per Viewers Hours per Viewers
Base Audience: Persons: 15+ 149.8 10.7
Males - Age    
    All Males (15+) 174.3 13.6
    Males: 15-24 213.3 16.6
    Males: 25-34 165.9 13.3
    Males: 35-44 124.0 9.5
    Males: 45-54 129.3 9.6
    Males: 55+ 116.8 9.6
Females - Age    
    All Females (15+) 125.3 7.9
    Females: 15-24 144.4 8.6
    Females: 25-34 126.4 8.0
    Females: 35-44 101.9 6.5
    Females: 45-54 89.5 6.2
    Females: 55+ 111.5 8.9

*Does not include visits from public Access computers, such as Internet cafes, mobile phones or PDAs

About comScore
comScore. Inc. (NASDAQ: SCOR) is a global leader in digital measurement and analytics, delivering insights on web, mobile and TV consumer behavior that enable clients to maximize the value of their digital investments. For more information, please visit www.comscore.com/companyinfo.

Tags: Audience Analytics, Video