British have big appetite for streaming video

In April, 2007, British internet users initiated more streaming video content than any other country in the world, according to comScore.

by Helen Leggatt

comscore%20logo.gif During the month of April this year 76 percent of Americans, 79 percent of French and 70 percent of Germans viewed streaming video online. However, comScore’s most recent Video Metrix has the U.K. as the country with the highest number of internet users initiating streaming video content, at 80 percent.

“With 8 out of 10 people initiating a stream in the U.K., streaming is clearly mainstream and one of the more popular things to do online – up there with search, email and shopping,” said Bob Ivins, EVP and managing director of comScore Europe.

Not only is the U.K. leading in terms of the amount of streamers, British internet users are also viewing more video streams, on average, than any other country, racking up an average of 80 during April.

“What is particularly striking is the fact that those consumers are accessing 16 to18 streams more, per month, than their counterparts in the U.S., France or Germany, perhaps indicating that the U.K. is further along the adoption curve in enjoying streamed video,” said Ivins.