More than Half of the Viewers on Yahoo Sites are 45 Years or Older
Tokyo, Japan, June 10, 2015 – Comscore, Inc. (NASDAQ: SCOR), a global leader in digital media analytics, today released Japan data from the Comscore Video Metrix® service, showing that Google Sites, Yahoo Sites and Kadokawa Dwango Corporation ranked as the top 3 online video properties in April 2015. In terms of demographic composition, 55.3 percent of the viewers on Yahoo Sites were age 45+ users. In contrast, the majority of Kadokawa Dwango Corporation’s unique viewers were younger with 53.4 percent of the users between 15 to 34 years of age.
Top 10 Online Video Properties in JapanIn Japan, Google Sites, driven primarily by video viewing on YOUTUBE.COM, ranked as the top online video property in April 2015 with 51 million unique viewers. Yahoo Sites (including GYAO!) ranked second with 20.5 million viewers, followed by Kadokawa Dwango Corporation (including Nico Nico Douga) with 17.7 million viewers.
Top 10 Japan Online Video* Properties Ranked by Unique Video Viewers April 2015 Total Japan – Age 15+, Desktop Computer, Home and Work Locations Source: Comscore Video Metrix
Property
Total Unique Viewers (000)
Reach Web Population (%)
Total Internet: Total Audience
56,944
77.3
1
Google Sites
51,005
69.3
2
Yahoo Sites
20,506
27.8
3
Kadokawa Dwango Corporation
17,662
24.0
4
FC2 inc.
17,146
23.3
5
DMM
9,914
13.5
6
ANITUBE.SE
6,952
9.4
7
AOL, Inc.
6,361
8.6
8
Maker Studios Inc.
5,708
7.8
9
Facebook
5,191
7.1
10
DAILYMOTION.COM
4,929
6.7
*A video is defined as any streamed segment of audio-visual content, including 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. Video views are inclusive of both user-initiated and auto-played videos that are viewed for longer than 3 seconds.
Demographic Composition of Top 3 Online Video PropertiesGoogle Sites showed similar demographic composition with the Total Internet. Yahoo Sites had 55.3 percent of viewers age 45+, while Kadokawa Dwango Corporation showed 53.4 percent of its video audience in the 15 to 34 year old demographic.
In terms of videos per viewer, Google Sites and Kadokawa Dwango Corporation male users tend to watch more videos compared to female users. In contrast to Google Sites and Kadokawa Dwango Corporation, Yahoo Sites’ female users watched more videos.
Demographic Composition of Japan Top 3 Online Video Properties April 2015 Total Japan - Age 15+, Desktop Computer, Home and Work Locations Source: Comscore Video Metrix
Total Internet
Male
Female
All Ages (15+)
53.8%
46.2%
54.3%
45.7%
53.4%
46.6%
58.6%
41.4%
Age 15-24
8.3%
7.4%
8.5%
7.6%
5.1%
4.7%
19.0%
12.2%
Age 25-34
7.7%
6.4%
14.4%
7.8%
Age 35-44
10.9%
10.4%
10.6%
11.4%
10.7%
8.1%
6.1%
Age 45-54
9.6%
9.0%
8.8%
11.3%
10.0%
6.8%
7.3%
Age 55+
16.7%
11.7%
17.0%
19.2%
14.8%
10.3%
8.0%
Videos per Viewer
293.8
170.3
80.0
72.0
9.5
10.3
115.8
73.5
About ComscoreFounded in 1999 and headquartered in Reston, Virginia, USA, Comscore, Inc. (NASDAQ: SCOR) is a global leader in digital media analytics. Comscore makes audiences and advertising more valuable by providing trusted, independent metrics that help businesses understand how people interact with content and advertising across TV and digital devices, giving a total view of the consumer. Through its products and services, Comscore helps its more than 2,500 clients understand their multi-platform audiences, know if their advertising is working, and access data where they want and need it. Please visit www.comscore.com to learn more.