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Internet Users in Mexico Watch More than 14 Hours of Online Video to Lead as the Most Engaged Audience in Latin America

More than 8 in 10 Mexican 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 Mexico with insights from its comScore Video Metrix service. The study found that internet users in Mexico have the highest average online video engagement in Latin America at more than 14 hours per viewer in August. Google Sites ranked as Mexico’s top video destination accounting for nearly 6 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:

“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.”

Mexico Leads as the Fastest Growing Market in Latin America

In August 2012, nearly 23 million people aged 15 and older watched online video in Mexico (up 14 percent from the previous year), leading as the fastest growing market in the region and representing 81 percent of the country’s total online population. In comparison, 96 percent of Argentina’s online population watched video in August, Chile (92 percent reach) and Brazil (84 percent reach).

These 23 million viewers watched an average of 155 videos per viewer (up 30 percent), compared to Chile (171.9 videos per viewer), Argentina (117.2 videos per viewer) and Brazil (125.4 videos per viewer). Mexicans watched a total of 3.5 billion videos during the month, an increase of 47 percent from the previous year, becoming the leading market in video consumption.

Online Video Viewing in Mexico
August 2012 vs. August 2011
Total Internet: Mexico, Viewers Age 15+ Location Home/Work*
Source: comScore Video Metrix
  Aug-2011 Aug-2012 % Change
Total Unique Viewers (000) 20,103 22,873 14%
Videos (000) 2,400,856 3,537,414 47%
Videos per Viewer 119.4 154.7 30%

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

Mexicans Spend 14 hours a Month Watching Online Video

Google Sites, driven primarily by video viewing at, ranked as the top online video content property in August with 19.4 million unique viewers, followed by VEVO with 12.6 million viewers. Viacom Digital ranked as the third largest video viewing destination with 7.9 million viewers, while Facebook owned the #4 position with 6.4 million viewers.

Nearly 3.5 billion content videos were viewed during the month in Mexico, with Google Sites accounting for more than 2.1 billion of these views. Google Sites also had the highest average engagement among the top ten properties with viewers averaging 6.5 hours during the month.

Top Mexico Online Video Content Properties Ranked by Unique Video Viewers
August 2012
Total Mexico – 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 22,873 3,573,414 831.3
Google Sites 19,485 2,187,880 393.6
 VEVO 12,687 229,569 60.3
 Viacom Digital 7,916 57,497 24.6 6,491 28,581 17.9
 Grupo Televisa 2,125 44,349 91.2
 Ustream 2,088 21,171 45.8
 Microsoft Sites 2,063 21,719 27.8
 Hispavista Sites 1,766 25,063 82.7 1,670 13,303 43.0
 Yahoo! Sites 1,532 6,117 27.1

*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: 

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

Ana Laura Zain
Sr. Manager, Corporate Marketing, EMEA
comScore, Inc.
+44 20 3111 1730

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