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.
*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.
*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.
*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.
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