YouTube Leads Ranking with Nearly 3.3 Hours per Viewer During the Month
Madrid, Spain, December 14, 2010 – comScore, Inc., 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 Population October 2010 Total Audience, Age 6+ – Home & Work Locations* Source: comScore Video Metrix |
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| 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 Viewers October 2010 Total Audience, Age 6+ – Home & Work Locations* Source: comScore Video Metrix |
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| Total Unique Viewers (000) | % Reach Internet Population | Videos per Viewer | |
| Total Audience | 19,222 | 83.1 | 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 | 82.9 | 145.1 |
| 55+ | 2,666 | 81.8 | 109.0 |
*Excludes visitation from public computers such as Internet cafes or access from mobile phones or PDAs.
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 | Total Unique Viewers (000) | Videos (000) | Total Hours (MM) |
| Total Internet : Total Audience | 19,222 | 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.”
*Source: comScore