Australians Watched an Average of 7 Hours of Online Video Per Viewer during Month
Sydney, Australia, September 9, 2010 – Comscore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today released its July 2010 rankings of the top video properties in Australia based on data from its Comscore Video Metrix service. The report found that 81 percent of Australia’s Internet population viewed video online in July, with an average viewer watching more than 7 hours of video during the month.
“Online video has evolved to become an essential part of Australians’ daily web experience,” said Amy Weinberger, Comscore vice president for Australia and New Zealand. “As advertisers look for ways to engage with consumers in an increasingly fragmented digital environment, online video offers the ability to reach large audiences in an engaging environment where ads tend to perform well.”
Google Accounts for More than Half of Online Video Market
In July, Internet users in Australia watched a total of 970 million online videos, with Google Sites ranking as the top video property with 539 million videos viewed, representing 55.5 percent market share. YouTube.com accounted for more than 99 percent of all videos viewed at the Google property. Microsoft Sites ranked second with 29.6 million videos (3.0 percent market share), followed by Facebook.com with 12.5 million videos viewed (1.3 percent market share).
Top Video Properties Based on Total Videos Viewed*July 2010Total Audience Australia, Age 15+ - Home & Work LocationsSource: Comscore Video Metrix
Videos (000)
Share of Videos Viewed
Total Internet : Total Audience
970,450
100.0%
Google Sites
539,060
55.5%
Microsoft Sites
29,594
3.0%
Facebook.com
12,497
1.3%
Megavideo.com
10,434
1.1%
Vevo
7,759
0.8%
Yahoo! Sites
5,889
0.6%
DailyMotion.com
5,014
0.5%
Fox Interactive Media
3,955
0.4%
Telstra Corporation Limited
3,107
0.3%
Metacafe
2,976
*Rankings based on video content sites; excludes video server networks. Online video includes both streaming and progressive download video.
Average Viewer Watched 90 Videos in July
In Australia, 10.7 million unique video viewers watched an average of 90.8 videos per viewer during the month. Google Sites also attracted the largest video audience with 8.5 million viewers during the month (64 videos per viewer), followed by Microsoft Sites with 3.3 million viewers (9.0 videos per viewer) and Facebook.com with 2.7 million viewers (4.7 videos per viewer).
Top Video Properties Based on Total Unique Viewers*July 2010Total Audience Australia, Age 15+ - Home & Work LocationsSource: Comscore Video Metrix
Total Unique Viewers (000)
Videos per Viewer
10,689
90.8
8,462
63.7
3,279
9.0
2,669
4.7
VEVO
1,670
4.6
1,262
893
4.4
754
4.0
Viacom Digital
700
3.4
Break Media
673
News Interactive Pty Limited
631
3.3
Top Video Ad Networks by Potential Reach
In July, SpotXchange ranked as the top video ad network in Australia with a potential reach of 5.4 million viewers, or 50.7 percent of the total viewing audience. Adconion Video Network ranked second with a potential reach of 5.1 million viewers (48.1 percent penetration) followed by YuMe Video network with a potential reach of 4.1 million viewers (38.0 percent penetration).
Top Online Video Ad Networks by Potential Reach of Unique ViewersJuly 2010Total Audience Australia, Age 15+ - Home & Work LocationsSource: Comscore Video Metrix
Viewer Penetration
SpotXchange Video Ad Network - Potential Reach
5,415
50.7%
Adconion Video Network - Potential Reach
5,137
48.1%
YuMe Video Network - Potential Reach
4,065
38.0%
ScanScout Network - Potential Reach
3,763
35.2%
BrightRoll Video Network - Potential Reach
2,979
27.9%
BBE - Potential Reach
2,892
27.1%
Break Media - Potential Reach
2,522
23.6%
Tremor Media - Potential Reach
2,222
20.8%
Digital Broadcasting Group (DBG) - Potential Reach
1,663
15.6%
TidalTV - Potential Reach
1,355
12.7%
About Comscore
Comscore, Inc. (NASDAQ: SCOR) is a global leader in measuring the digital world and the preferred source of digital marketing intelligence. For more information, please visit www.comscore.com/companyinfo.
Contact:Sarah RadwanickDirector, Regional Product MarketingComscore, Inc. +44 (0) 20 7099 1784worldpress@comscore.com