Chile Leads Latin America as the Most Engaged Online Video Market with Average Consumption Soaring to 176 Videos per Viewer in May
Comscore to Present Complimentary Webinar on the 2012 Chile Digital Future in Focus
Santiago, Chile, July 23, 2012 – Comscore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today released a study on online video viewing activities in Chile with insights from its Comscore Video Metrix service. The study found that Chile ranked as the most engaged online video market in Latin America with viewers watching an average of 176 videos per viewer during May 2012, an increase of 60 percent from the previous year.
“Online video consumption in Chile has grown immensely in the past year, fueled by an increase in content options available to consumers,” said Rodrigo Daie, Comscore country manager for Chile. “In recent years, we have seen online video evolve from a purely user-generated content venue to a channel where professionally produced, long-form content is now widely available. This expansion of video content brings tremendous potential to advertisers that are looking to reach their key audiences during this highly-engaging online activity.”
9 in 10 Web Users in Chile Viewed Online Video in MayDuring the past year, online video has become an increasingly important activity in Chileans’ daily digital lives. In May 2012, nearly 6.8 million people age 15 and older watched online video in Chile, an increase of 11 percent from the previous year, with 91 percent of the country’s online population partaking in this activity.
These 6.8 million viewers watched a total of 1.2 billion videos during the month, an increase of 77 percent from the previous year. This significant jump in online video consumption has been driven primarily by an increase in the number of videos watched per viewer. Chileans watched an average of 176 videos per viewer during the month, an increase of 60 percent in the past year, to rank as the most engaged online video population in the region compared to Argentina (132 videos per viewer), Mexico (168 videos per viewer) and Brazil (150 videos per viewer).
Total Market Online Video Viewing in Chile Total Internet: Chile, Viewers Age 15+ Location Home/Work*Source: Comscore Video Metrix
May-2011
May-2012
% Change
Total Unique Viewers (000)
6,103
6,767
11%
Videos (000)
674,389
1,194,104
77%
Videos per Viewer
110.5
176.4
60%
*Does not include visits from public Access computers, such as Internet cafes, mobile phones or PDAs
Young Males Drive Online Video Consumption in Chile
When analyzing online video consumption among various demographic segments, the study found that males and younger age segments were the most active online video viewers. In May, males watched an average of 219 videos per viewer, while females watched 130 videos per viewer by comparison. Viewers age 15 to 24 accounted for both the largest segment of viewers (28.1 percent of the total viewing audience) as well as the most-engaged cohort with an average consumption of 217 videos during the month.
Although all age segments experienced robust growth in online video consumption, persons age 55 and older saw both the largest increase in audience (up 16 percent to 676,000 viewers) and engagement (nearly doubling to 167 videos per viewer) in the past year.
Demographic Profile: Online Video Viewers in ChileTotal Internet: Chile Viewers Age 15+ Location Home/Work*Source: Comscore Video Metrix
% Composition Unique Viewers
Total Audience
100.0%
Males
3,501
51.7%
219.2
Females
3,267
48.3%
130.7
Persons - Age
Persons: 15-24
1,901
28.1%
217.3
Persons: 25-34
1,771
26.2%
170.2
Persons: 35-44
1,408
20.8%
155.9
Persons: 45-54
1,011
14.9%
145.5
Persons: 55+
676
10.0%
167.0
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Contact:Ana Laura ZainSr. Manager, Corporate Marketing, EMEAComscore, Inc.+44 20 3111 1730worldpress@comscore.com