Comscore Releases Japan Desktop Online Video Rankings

Data shows difference in online video consumption habits between Japan and U.S.

Tokyo, Japan, January 21, 2015 – Comscore, Inc. (NASDAQ: SCOR), a global leader in digital media analytics, today released Japan data from the Comscore Video Metrix® service, showing that Google Sites, FC2 inc. and Kadokawa Dwango Corporation ranked as the top 3 online video properties in November 2014. In terms of engagement, Japan audiences spent more than 4 times the number of minutes per video compared to U.S. audiences.

Top 10 Online Video Properties in Japan
In Japan, Google Sites, driven primarily by video viewing on YOUTUBE.COM, ranked as the top online video property in November 2014 with 50.7 million unique viewers. FC2 inc. ranked second with 21.0 million viewers, followed by Kadokawa Dwango Corporation with 19.7 million viewers.

Top 10 Japan Online Video* Properties Ranked by Unique Video Viewers
November 2014
Total Japan – Age 15+, Desktop Computer, Home and Work Locations
Source: Comscore Video Metrix
Property Total Unique Viewers (000) Reach Web Population (%)
  Total Internet: Total Audience  58,768 79.8
1 Google Sites 50,666 68.8
2 FC2 inc. 21,003 28.5
3 Kadokawa Dwango Corporation 19,739 26.8
4 Yahoo Sites 15,154 20.6
5 DMM 13,161 17.9
6 Videology 8,000 10.9
7 ANITUBE.SE 7,595 10.3
8 Maker Studios Inc. 5,544 7.5
9 Dailymotion 5,182 7.0
10 Facebook 5,085 6.9

Top 10 YouTube Partner Channels in Japan
Google ranked as the top YouTube partner channel in Japan in November 2014 with 21.4 million unique viewers. QuizGroup occupied the #2 spot with 5.8 million unique viewers, followed by Disney/Maker Studios with 5.5 million.

Top 10 YouTube Partner Channels Ranked by Unique Video Viewers
November 2014
Total Japan – Age 15+, Desktop Computer, Home and Work Locations 
Source: Comscore Video Metrix
Property Total Unique Viewers (000)
1 google @ YouTube 21,433
2 QuizGroup @ YouTube 5,819
3 Disney/Maker Studios @ YouTube 5,535
4 UMG @ YouTube 4,433
5 avex @ YouTube 4,127
6 Warner Music @ YouTube 3,935
7 VEVO @ YouTube 3,851
8 SMEJ @ YouTube 3,516
9 Fullscreen @ YouTube 3,509
10 capcom @ YouTube 3,240

Comparison of Online Video Viewing Measures in Japan and U.S.
In November 2014, the total number of unique video viewers as a proportion of the total internet population was 79.8 percent in Japan and 89.4 percent in the U.S., with a difference of 9.6 percent. Time spent viewing videos in Japan was much longer compared to the U.S. Japan viewers spent 10 minutes per video, 4.3 times longer than in the U.S. In Japan, the number of minutes per viewer was 2,747, more than twice the time spent per viewer in the U.S. On the other hand, in the U.S., each viewer watched an average of 517 videos, which is more than 1.7 times the number of videos per viewer in Japan.

Comparison of Japan and U.S. Online Video Measures
November 2014
Total Japan – Age 15+, Desktop Computer, Home and Work Locations
Source: Comscore Video Metrix
Measure Japan U.S.
Reach Web Population (%) 79.8 89.4
Videos per Viewer 268.5 517.4
Minutes per Video 10.2 2.4
Minutes per Viewer 2,746.6 1,253.5

“Based on the above data from Video Metrix, we see a difference in the online video consumption habits in Japan and the U.S. In particular, Japan audiences spend more time watching videos, compared to audiences in the U.S. On the other hand, viewers in the U.S. consume more videos,” said Yoji Otokozawa, Country Manager, Japan at Comscore. “We will continue to monitor and analyse the video consumption habits in both markets, as well as any similarities and differences in trends over time.”

About Comscore
Comscore, Inc. (NASDAQ: SCOR) is a global leader in digital measurement and analytics, delivering insights on web, mobile and TV consumer behaviour that enable clients to maximise the value of their digital investments. For more information, please visit  www.comscore.com/companyinfo.

Zach Huang
Comscore, Inc.
+65-6704-0250
worldpress@comscore.com