YouTube is the most popular video site across Latin America and Spain, with Brazil notching up the highest audience figures, according to new research.
The results come from comScore, which has introduced it online video measurement service in Brazil, Mexico, Argentina, Chile and Spain.
“Online video viewing has become an essential part of the digital consumer experience in every corner of the globe,” said Alejandro Fosk, comScore senior vice president for Latin America. “comScore Video Metrix offers publishers, advertisers and their agencies competitive intelligence into the online video viewing marketplace, providing important audience insights such as unique viewers, videos delivered and viewer engagement.
“With online video content evolving from a largely user-generated environment to more professionally-produced content, including network television programming, marketers have the opportunity to utilize this increasingly sophisticated platform to reach and engage consumers.”
Brazil Home to Most Video Viewers, Spanish Viewers Most Engaged
In each of the five recently introduced comScore video markets, approximately 85 percent of home and work Internet users (age 15 and older) viewed online video during the month of October.
Brazil had the largest video-viewing audience with 33.3 million unique viewers, who viewed a total of 2.9 billion videos during the month.
Spain ranked second with 17.9 million viewers consuming a total of 2.8 billion videos.
More than 14.8 million Mexicans viewed 1.7 billion videos during the month, with Mexico ranking as the third largest video market of the five countries included in the analysis.
Viewers in Spain displayed the strongest video engagement averaging 17 hours per viewer during the month of October.
Viewers in Mexico averaged 9.7 hours during the month, while Brazilians averaged 8 hours. Viewers in Argentina and Chile consumed slightly more than 7 hours of video content during the month.
*Excludes visitation from public computers such as Internet cafes or access from mobile phones or PDAs.
Google Sites Ranks as Top Video Property in Each Market, Fueled by Viewing at YouTube.com
Google Sites, driven predominantly by video viewership at YouTube.com, was the top video destination in each of the five markets based on the number of unique video viewers.
Facebook.com also ranked highly in Argentina, Mexico and Chile as a top-video viewing destination.
Microsoft Sites secured the #3 spot in Brazil and Argentina, while VEVO ranked as the second most-visited video property in Mexico and the third in Chile.
Organizacoes Globo was the only local property to appear among the top 3 video properties in these five markets, securing the #2 position in Brazil.
*Video Properties include all sites under that parent company. For example, Google Sites includes YouTube.com.
**Excludes visitation from public computers such as Internet cafes or access from mobile phones or PDAs.
comScore will be hosting a live, complimentary webinar How Latin America is Shaping Online Video’s Global Growth on December 1 at 2:00PM EST. For more information and to register, please visit: https://www1.gotomeeting.com/register/653852337
www.comscore.com/companyinfo.
