Audience Recommendations for Every Vertical
YouTube Leads Ranking with Nearly 3.3 Hours per Viewer During the Month
Madrid, Spain, December 14, 2010 – Comscore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today released data from its recently launched Spanish Comscore Video Metrix service, indicating that 2.9 billion videos were viewed online in Spain in October 2010.
19.2 Million Internet Users Viewed Online Videos in Spain
Comparing online video’s reach within four major European markets, Spain ranked second with 83.1 percent reach, representing 19.2 million Spanish viewers.
EU4 (France, Spain, Germany, UK) Online Video Overview Ranked by % Reach Internet PopulationOctober 2010 Total Audience, Age 6+ - Home & Work Locations* Source: Comscore Video Metrix
Total Unique Viewers (000)
% Reach Country Internet Population
Videos Viewed (Millions)
France
39,375
84.4
5,480.6
Spain
19,222
83.1
2,912.9
Germany
40,168
81.3
7,827.2
UK
35,031
80.7
6,041.3
*Excludes visitation from public computers such as Internet cafes or access from mobile phones or PDAs.
Online videos reached an equal proportion of the male and female Internet population in Spain; however men consumed 49 percent more videos per user. While the 25-34 year old age group represented the largest portion of viewers, 15-24 year old users consumed 202 videos per viewer, more than any other age group.
Demographic Profile of Spanish Online Video ViewersOctober 2010Total Audience, Age 6+ - Home & Work Locations* Source: Comscore Video Metrix
% Reach Internet Population
Videos per Viewer
Total Audience
151.5
All Males
10,816
83.3
177.1
All Females
8,406
82.9
118.7
Persons – Age
6-14
1,320
61.2
54.5
15-24
3,460
90.2
202.5
25-34
4,559
86.7
173.6
35-44
4,313
84.3
147.7
45-54
2,904
145.1
55+
2,666
81.8
109.0
Google Sites Most Popular Online Video Destination in Spain
Driven by the popularity of YouTube.com (which accounted for 99.7 percent of all videos viewed on the property), Google ranks as the top video property with 1.2 billion videos viewed in October 2010. The 16.7 million people who watched a YouTube video during the month spent a total of 55.2 million hours, or 3.3 hours per viewer, viewing the video content. Vevo ranked second with 3.9 million unique viewers and 23 million videos viewed. The third largest video property in Spain is dailymotion.com, which attracted 3.5 million online video viewers to its content.
The highest ranking publishing group among the top 10 video content properties is RCS Media Group (including marca.com and elmundo.es) with 3.1 million unique viewers and 21.2 million videos watched.
Top Spanish Online Video Content Properties* by Total Unique Viewers (000)
October 2010
Total Spain, Age 6+ – Home & Work Locations
Source: Comscore Video Metrix
Media
Videos (000)
Total Hours (MM)
Total Internet : Total Audience
2,912,947
311.3
Google Sites
16,711
1,205,023
55.2
Vevo
3,868
23,309
3.0
Dailymotion.com
3,531
17,291
1.8
Microsoft Sites
3,355
20,407
0.7
Facebook.com
3,215
13,971
1.0
RCS Media Group
3,075
21 ,230
0.5
Grupo Prisa
3,034
18,024
0.8
Viacom Digital
2,386
10,225
1.4
Hispavista Sites
2,144
29,716
1.7
Rtve.es
2,078
20,434
3.5
*Rankings based on video content sites; excludes video server networks. Online video includes both streaming and progressive download video.
“The Spanish online video market is attracting an increasing share of Internet users’ attention,” said Jaime Agulló, general director of Comscore Iberia. “While the majority of videos are watched on YouTube, we are also seeing eyeballs move towards professional long- and short-form content produced by leading broadcasters such as RTVE.es. This trend presents a significant opportunity for advertisers to more actively consider online in their brand building budgets.”
Complimentary WebinarComscore’s industry-leading video measurement product is now available for 16 individual markets including UK, France, Germany and Spain in Europe, with additional countries becoming available in the near future. Comscore will be hosting a live complimentary webinar in Spanish: ¿Cómo está creciendo el video online en España? on December 15 (11:00 AM CET). For more details and to register, please visit: https://www1.gotomeeting.com/register/468743672
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 MohamudComscore, Inc.+ 44 (0) 207-099-1775worldpress@comscore.com