Press Releases

October 17, 2012

Argentina Leads Latin America in Online Video Adoption

More than 9 in 10 Argentinean Web Users Tuned Into Online Video in August

comScore Presents Complimentary Webinar on the “A New Era for Online Video in Latin America”

Santiago, Chile, October 17, 2012 – comScore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today released a study on online video viewing activities in Argentina with insights from its comScore Video Metrix service. The study found that 96 percent of web users in Argentina watched online video in August to lead the Latin America region in online video adoption. Google Sites ranked as Argentina’s top video destination accounting for nearly 7 in 10 online videos viewed during the month. These findings, among others, will be presented via a complimentary, live webinar entitled “A New Era for Online Video in Latin America” on Wednesday, October 24. For more information and to register, please visit: http://www.comscore.com/Press_Events/Events_Webinars/Webinar/2012/A_New_Era_for_Online_Video_in_Latin_America

“Online video has reached record levels of adoption across Latin America as more viewers are tuning in and consuming more video content than ever before,” said Alejandro Fosk, comScore senior vice president for Latin America. “This growth in viewership is particularly important for both marketers, with online video proving to be one of the best ways to reach and influence consumers, and for publishers, with video ads commanding high advertising rates on a per impression basis.”

Engagement with Online Video on the Rise in Argentina
In August 2012, nearly 13 million people aged 15 and older watched online video in Argentina (up 12 percent from the previous year), representing 96 percent of the country’s total online population. In comparison, 92 percent of Chile’s online population watched video in August, followed by Brazil (84 percent reach) and Mexico (81 percent reach).

These 13 million viewers watched a total of 1.5 billion videos during the month, an increase of 20 percent from the previous year. Argentineans watched an average of 117 videos per viewer (up 7 percent), which was actually below to the average in Chile (171.9 videos per viewer), Mexico (154.7 videos per viewer) and Brazil (125.4 videos per viewer). This suggests there is still significant room for online video market growth in Argentina despite its high penetration.

Online Video Viewing in Argentina
August 2012 vs. August 2011
Total Internet: Argentina, Viewers Age 15+ Location Home/Work*
Source: comScore Video Metrix
  Aug-2011 Aug-2012 % Change
Total Unique Viewers (000) 11,668 13,050 12%
Videos (000) 1,277,143 1,529,538 20%
Videos per Viewer 109.5 117.2 7%

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

Argentineans Spend 11 hours a Month Watching Online Video
Google Sites, driven primarily by video viewing at YouTube.com, ranked as the top online video content property in August with 11.6 million unique viewers, followed by VEVO with 6.1 million viewers. Facebook.com ranked as the third largest video viewing destination with 4.7 million viewers, while Viacom Digital owned the #4 position with 3.7 million viewers. Grupo Clarín, the only local player among the top 5 properties, saw its audience exceed 2.3 million viewers.

Nearly 1.5 billion content videos were viewed during the month in Argentina, with Google Sites accounting for more than 1 billion of these views. Google Sites also had the highest average engagement among the top ten properties with viewers averaging 4.6 hours during the month.
 

Top Argentina Online Video Content Properties Ranked by Unique Video Viewers
August 2012
Total Argentina – Viewers Age 15+, Home and Work Locations*
Content Videos Only
Source: comScore Video Metrix
Property Total Unique Viewers (000) Videos (000) Minutes per Viewer
 Total Internet : Total Audience 13,050 1,529,538 670.4
Google Sites 11,637 1,038,704 276.5
 VEVO 6,126 69,459 35.9
 Facebook.com 4,755 21,329 13.0
 Viacom Digital 3,730 19,920 17.4
 Grupo Clarin 2,322 12,199 25.1
 Ustream 1,766 18,478 50.3
 Terra - Telefonica 1,426 8,093 32.5
 Dailymotion.com 1,309 8,244 34.9
 Vimeo 1,023 3,297 27.9
 Microsoft Sites 906 6,233 17.2

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

Webinar:A New Era for Online Video in Latin America
Join Alejandro Fosk for the “A new Era for Online Video in Latin America” webinar on Wednesday, October 24 at 12:00 PM (Santiago). The session will provide insights into Latin America’s online video market and the trends shaping its future. For more information and to register, please visit: http://www.comscore.com/Press_Events/Events_Webinars/Webinar/2012/A_New_Era_for_Online_Video_in_Latin_America

Note: Webinar will be presented in Spanish.

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.

Contact:
Ana Laura Zain
Marketing Manager, Spain & Emerging Markets
comScore, Inc.
+44 20 3111 1730
worldpress@comscore.com



Tags: Google, Video