YouTube Delivers 2 of Every 5 Videos Viewed Worldwide
comScore Releases Inaugural Report on Global Online Video Viewing Habits
Reston, VA, December 14, 2011 – comScore, Inc., a leader in measuring the digital world, today 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.”
Google Sites, Youku and VEVO Lead Global Online Video Rankings
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 percent of all videos viewed globally. YouTube.com was the key driver of video viewing on Google Sites, accounting for more than 99 percent of videos viewed on the property.
China-based Youku, Inc. was the second largest video property globally with 4.6 billion videos viewed in October (2.3 percent global share), followed by VEVO which accounted for nearly 3.7 billion videos (1.8 percent share). Nearly 2.6 billion videos were watched on Facebook.com during the month (1.3 percent share), followed by Japan-based Dwango Co., Ltd. with 2.5 billion videos viewed (1.2 percent share).
| Top 5 Global Video Properties by Total Videos* Viewed (000) October 2011 Total Worldwide – Visitors Age 15+ Home/Work Location** Source: comScore Video Metrix |
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| Videos (000) |
Share of Videos | |
| Total Internet : Total Audience | 201,420,689 | 100.0% |
| Google Sites | 88,278,970 | 43.8% |
| Youku Inc. | 4,644,727 | 2.3% |
| VEVO | 3,697,229 | 1.8% |
| Facebook.com | 2,590,812 | 1.3% |
| Dwango Co., Ltd. | 2,458,180 | 1.2% |
*A video is defined as any streamed segment of audiovisual content, (both progressive downloads and live streams). For long-form, segmented content, (e.g. television episodes with ad pods in the middle) each segment of the content is counted as a distinct video stream.
**Excludes views from public computers such as Internet cafes or access from mobile phones or PDAs
Canadians Watch Most Videos, While Turkey has Highest Video Penetration
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 percent 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.
| Selected Markets by Videos* per Viewer and Online Video Viewing Penetration October 2011 Total Worldwide – Visitors Age 15+ Home/Work Location** Source: comScore Video Metrix |
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| Selected Markets by Videos per Viewer | Videos per Viewer | Selected Markets by % Reach of Web Population | % Reach Web Population | |
| Canada | 303.7 | Turkey | 93.6% | |
| U.S. | 286.3 | Canada | 90.9% | |
| UK | 268.6 | Chile | 90.2% | |
| Turkey | 250.7 | Argentina | 89.6% | |
| Germany | 250.6 | Brazil | 89.0% | |
| Japan | 222.7 | Hong Kong | 88.9% | |
| France | 190.1 | Spain | 88.9% | |
| Spain | 178.6 | U.S. | 88.0% | |
| Hong Kong | 160.0 | Mexico | 87.2% | |
| Singapore | 153.2 | France | 86.8% | |
*A video is defined as any streamed segment of audiovisual content, (both progressive downloads and live streams). For long-form, segmented content, (e.g. television episodes with ad pods in the middle) each segment of the content is counted as a distinct video stream.
**Excludes views from public computers such as Internet cafes or access from mobile phones or PDAs
*Source: comScore