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 in the month.
The figures come from the first worldwide video viewing research by comScore. “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, in a statement.
“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.”
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% of all videos viewed globally. YouTube.com was the key driver of video viewing on its sites, accounting for more than 99% of videos viewed on the property.
China-based Youku was the second largest video property globally with 4.6 billion videos viewed in October (2.3% global share), followed by Vevo which accounted for nearly 3.7 billion videos (1.8% share). YouTube is an important channel for Vevo, with over 97% of Vevo videos viewed on the company’s YouTube channel.
Facebook comes at fourth place with 2.6 billion views, a share of 1.3%.
An analysis of selected online video markets by engagement revealed that viewers in Canada and the US 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% of internet users in Turkey watched at least one video online during the month, followed by Canada with 90.9% of web users consuming video. Other European markets that ranked within the top 10 were Spain and France with nearly 89% and 87% reach of online video amongst their internet population.
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% of all videos viewed in the month for each country and more than half (55.9% 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.
Top 3 Video Properties by Total Videos Viewed (000) in Selected European Countries
France
Google sites – 2,780,653 – 39.6% – 273.7 minutes per viewer
Dailymotion.com – 186,582 – 2.7% – 82.2
VEVO – 141,721 – 2.0% – 50.3
Germany
Google sites – 5,391,269 – 49.2% – 496.7
RTL Group sites – 118,320 – 1.1% – 22.9
FutureTV – 116,555 – 1.1% – 42.1
Italy
Google sites – 1,689,226 – 55.9% – 273.2
Vevo – 128,046 – 4.2% – 61.2
Perform Sports – 51,986 – 1.7% – 78.5
Russia
Google sites – 2,299,623 – 41.8% – 233.8
Mail.ru group – 259,902 – 4.7% – 65.8
Gazprom Media – 196,095 – 3.6% – 67.4
Spain
Google sites – 1,547,666 – 45.6% – 269.4
Vevo – 114,129 – 3.4% – 56.9
Antena 3 Television – 51,306 – 1.5% – 107.2
Turkey
Google sites – 1,865,113 – 34.2% – 352.9
Facebook.com – 797,364 – 14.6% – 275.7
Turk Telekom Group – 199,433 – 3.7% – 222.6
United Kingdom
Google sites – 3,702,990 – 43.8% – 494.9
Vevo – 193,910 – 2.3% – 68.9
BBC sites – 112,954 – 1.3% – 98.0
