UK online video viewing up 37% year on year
UK online video viewing rose 37% year on year in February, new figures from comScore reveal.
Google Sites grew 17% year on year, driven by the popularity of YouTube, with 2.5 billion videos viewed during February.
BBC Sites ranked second with 140 million videos viewed, followed by Megavideo.com with 53 million videos.
Facebook was the fastest growing video property in the top 10, up 205% in the past year to 43 million videos viewed. Blinkx was the second fastest, growing 204% to nearly 29 million videos viewed. BBC Sites (up 143%), ITV sites (up 134%) and Sky Sites (up 139%) also achieved triple-digit growth rates over the past year, said comScore
| Property | Videos Viewed (000) | ||
|---|---|---|---|
| Feb-09 | Feb-10 | % Change | |
| Total Internet : Total Audience | 4,017,400 | 5,504,984 | 37 |
| Google Sites | 2,111,012 | 2,477,398 | 17 |
| BBC Sites | 57,567 | 139,788 | 143 |
| Megavideo.com | 26,289 | 53,485 | 103 |
| Facebook.com | 14,001 | 42,674 | 205 |
| Microsoft Sites | 36,899 | 41,424 | 12 |
| Channel4 | 31,335 | 39,364 | 26 |
| Dailymotion.com | 17,804 | 31,360 | 76 |
| ITV Sites | 12,085 | 28,245 | 134 |
| Blinkx | 9,501 | 28,840 | 204 |
| Sky Sites | 8,171 | 19,541 | 139 |
February comScore figures also show that 28.1 billion videos were watched in the US during the month, with 42.5% of videos viewed on Google sites.
Mike Read, SVP and managing director, comScore Europe, said: “The UK online video market continues to soar and is attracting a greater and greater share of internet users’ attention.
“In particular, we’ve seen eyeballs move towards the online channel to watch more long-form, professional video content, such as popular broadcast network TV shows. This trend presents a significant opportunity to advertisers, as comScore research has consistently shown that online video advertising is effective at building brands.”
| Target Audience | BBC Sites | Channel 4 | ITV Sites | |||
|---|---|---|---|---|---|---|
| Composition Index for Unique Viewers* | Videos per Viewer | Composition Index for Unique Viewers | Videos per Viewer | Composition Index for Unique Viewers | Videos per Viewer | |
| Total Audience | 100 | 15.7 | 100 | 18.8 | 100 | 13.5 |
| All Males | 110 | 15.8 | 100 | 16.3 | 84 | 12.7 |
| All Females | 90 | 15.5 | 99 | 21.7 | 119 | 14.1 |
| Persons – Age | ||||||
| 15-24 | 88 | 15.2 | 154 | 21.5 | 92 | 16.7 |
| 25-34 | 112 | 15 | 121 | 17.4 | 98 | 12.1 |
| 35-44 | 113 | 17.5 | 80 | 20.9 | 104 | 13.5 |
| 45-54 | 110 | 15.1 | 82 | 14.4 | 115 | 13.1 |
| 55+ | 89 | 14.9 | 65 | 17 | 101 | 11.7 |