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BizReport : Advertising archives : April 22, 2009

comScore: Canada has most online video viewers

Marketers looking for the best audience for that next online video campaign should look North. According to a new report from metrics firm comScore Canada is the global leader for time spent watching online video. The report found that Canadian viewers watched an average of 10 hours of online video content in February 2009.

by Kristina Knight

"Canada's high broadband penetration and tech savvy Internet users make it an optimal environment for online video to flourish," said Bryan Segal, vice president of sales, comScore Canada. "The combined forces of reach, high engagement and 'sight, sound and motion' make online video a particularly attractive brand-building vehicle for online advertisers."

Researchers found that Canadians watched more than three billion video clips during the month; the 10 hours spent watching online content was an increase of 53% year on year. 88% of Canadians (21 million) watched an average of 147 video clips for the month. Google sites captured the largest share (52%, 1.6 billion clips viewed), followed by Microsoft sites (1.8% share, 55 million clips viewed) and Yahoo sites (1.5% share, 45 million clips viewed). On average each clip was just over four minutes in length.

Other high video-consuming countries include France (82% viewership), Germany (82% viewership), the UK (81% viewership. The US has a 76% viewership rate for online video.

Tags: comScore Video Metrix, online video, video advertising, video viewership

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