More than 200 billion online videos viewed globally in October

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comScore, Inc, a leader in measuring the digital world, on Thursday released inaugural data on worldwide online video viewing from the comScore Video Metrix service. The report found that 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 on the property worldwide during the month.

“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. “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 Google 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). Nearly 2.6 billion videos were watched on Facebook.com during the month (1.3% share), followed by Japan-based Dwango Co with 2.5 billion videos viewed (1.2% share).

Canadians watch most videos

An analysis of selected online video markets by engagement revealed that viewers in Canada and the U.S. averaged the highest number of videos per viewer in October, at 303 videos and 286 videos, respectively. Viewers in the UK averaged 268 videos per viewer during the month, while viewers in Turkey and Germany both watched an average of 250 videos.

Analysis of selected markets with the highest penetration of online video viewing revealed that 93.6 percent of Internet users in Turkey watched video during the month, followed by Canada with 90.9% of web users consuming video. Although markets in Latin America showed lower overall engagement with online video compared to their counterparts in other regions, Chile, Argentina, Brazil and Mexico ranked among the markets with the highest penetration, highlighting a significant opportunity for marketers and advertisers as these online video markets continue to develop.