Vietnam has the highest proportion of online video viewers across the Asia Pacific region, but China dominates the market in terms of sheer numbers of viewers, according to new research.
The study, from comScore, coincides with the introduction of its Video Matrix measurement service in Taiwan, Vietnam, Indonesia and the Philippines.
In June 2012, 1.2 billion people worldwide age 15 and older watched online video from a home or work computer, representing 83.1 percent of the world’s online population.
Across the Asia-Pacific region, video viewing penetration ranged from 66.9 percent in Indonesia to a high of 89.8 percent in Vietnam, as both broadband access and content availability factored into online video viewing adoption.
Vietnam (89.8 percent reach), Hong Kong (88.7 percent reach), Singapore (84.5 percent reach), Japan (83.7 percent reach) and New Zealand (83.4 percent reach) all saw online video penetration exceed the global average.
Among the largest online video markets by audience size, China was a strong leader with 266.2 million unique viewers (79.4 percent reach), followed by Japan with 61.5 million viewers (83.7 percent reach) and India with 44.6 million viewers (73.1 percent reach).
*Excludes visitation from public computers such as Internet cafes or access from mobile phones, tablets, etc.
Japan, Hong Kong and Singapore See Highest Online Video Engagement in Region
Globally, 197.5 billion videos were viewed online in June 2012 with a viewer averaging 159.4 videos during the month.
Among the four newly reportable markets, Vietnam saw Internet users consume the most videos with an average of 137.4 videos per viewer in June for a total of nearly 1.8 billion videos viewed online during the month. Online video viewers in Taiwan watched 102.3 videos each on average, followed by the Philippines (69.4 videos per viewer) and Indonesia (53.5 videos per viewer).
Across the region, viewers in Japan watched the most videos on average at 242.5 videos per month, followed by Hong Kong (180.7 videos per viewer), Singapore (158.1 videos per viewer) and Australia (151.4 videos per viewer).
**Excludes visitation from public computers such as Internet cafes or access from mobile phones, tablets, etc.
YouTube Makes Google Sites Top Video Destination in Indonesia, Philippines, Taiwan and Vietnam
Across the four new markets where comScore Video Metrix was introduced, Google Sites, driven largely by viewership at YouTube.com, led as the top online video destination based on the number of unique viewers.
Facebook.com ranked as the second largest video viewing destination in the Philippines and the #3 destination in Indonesia and Taiwan, while VEVO and Viacom Digital both secured places among the top five in both Indonesia and the Philippines.
In Taiwan, Yahoo! Sites captured the #2 spot, while Tudou Sites and Youku Inc. ranked as the #4 and #5 largest video properties. Vietnam saw local players account for three of the top video destinations with VnExpress, Vega Corporation (Clip.vn) and Tuoi Tre Online securing places among the top five.
*Video Properties include all sites under that parent company. For example, Google Sites includes YouTube.com, etc.
**Excludes visitation from public computers such as Internet cafes or access from mobile phones, tablets, etc.
*** VEVO YouTube Channel accounts for online video viewing attributed to the VEVO property.
“Online video viewing has become a leading pastime for the majority of today’s online consumers, presenting new opportunities for content providers and advertisers to reach their key audiences with engaging content,” said Joe Nguyen, comScore SVP for Asia Pacific. “comScore Video Metrix provides the viewer insights and competitive intelligence that publishers, advertisers and their agencies need to make smart investments in the online video space. As content options expand and connection speeds advance, we expect to see more people spend more time watching online video in developing markets, which presents an exciting opportunity for marketers throughout the region.”
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