Comscore, in Association with IMS, Announces New Research on Digital Video Viewers in Latin America
Research found that Latin Americans spend a total of 13.2 hours per week watching digital video
Buenos Aires, Argentina, November 4th, 2015 – Today,Comscore, Inc. (NASDAQ: SCOR), a global media measurement and analytics company, in association with IMS Internet Media Services (IMS), the leading digital marketing communications company that partners with fast-moving business seeking to expand into and within Latin America, released the results from the IMS Video in LATAM Study. The study provides an in-depth look at digital video viewers and their activities.
The research, conducted by Comscore, collected information from users in Brazil, Mexico, Argentina, Colombia, Chile and Peru that watched digital video content during June to August 2015. The study analyzed various aspects of digital video consumption, including the viewers’ profile, device usage, time spent on media, type of content watched and attitude towards video advertising.
“85 percent of digital consumers in these markets watch digital video each month, which opens up many opportunities for content owners and brands to engage with this audience across a multitude of devices,” noted Marcos Christensen, Director at Comscore. “After a successful release of the IMS Mobile Study earlier this year, we combined our efforts again to analyze the digital video audience in our market. These are impactful insights that will help us better serve our clients and the industry.”
“We are delighted to present this new research in conjunction with Comscore,” said Gaston Taratuta, CEO and founder of IMS. “Understanding how customers interact with different digital video platforms is critical information in order to help our clients fully leverage digital video. We reach more than 70 million users in the region through platforms marketed by IMS, which makes research such as this invaluable to helping our clients better understand and engage with their local customers.”
Some of the key findings of the IMS Video in LatAm Study include:
- 36 percent of Latin Americans watch video outside their home, and 14 percent watch video while commuting.
- Smartphones are the main devices used to watch digital video content.
- Movies, TV series and music were found to be the most frequently consumed and the most preferred content by Latin Americans.
- Latin Americans spend a total of 13.2 hours a week watching digital video.
Founded in 1999 and headquartered in Reston, Virginia, Comscore, Inc. (NASDAQ: SCOR) is a global media measurement and analytics company that makes audiences and advertising more valuable. Comscore helps media buyers and sellers understand and make decisions based on how consumers use different media, such as TV, video, mobile, desktop and more. Through its products and partnerships, Comscore helps its more than 2,500 clients understand their audiences, know if their advertising is working, and access data where they want and need it. Please visit www.comscore.com to learn more.
IMS Internet Media Services (IMS), a joint venture with Sony Pictures Television, is a leading digital marketing and communications company that partners with fast-moving businesses seeking to expand into and within Latin America. IMS helps brands reach new levels of engagement and grow within the region through our exclusive ecosystem of commercial partnerships, creative and content solutions, and media investment and management services. Leading brands such as Apple, Crackle, EA, Foursquare, LinkedIn, Spotify, Twitter, Vevo and Waze have partnered exclusively with IMS to strengthen their presence in Latin America. IMS is headquartered in Miami, with offices in Brazil, Mexico, Argentina, Colombia, Chile, Panamá, Peru, Ecuador, Guatemala, Costa Rica and Uruguay. Please visit www.imscorporate.com to learn more.
Marketing Director LATAM & Canada