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BizReport : Blogs & Content archives : September 07, 2010

Video captures Brazilian consumers' attention

When it comes to engaging the Brazilian populace, smart marketers may want to skip over display ads and go straight to the video sponsorships. According to a recent report from comScore 6 out of 7 Brazilian consumers watched online video content in July 2010, pushing more than 3.3 billion viewing sessions.

by Kristina Knight

comscore.jpgMore than 35 million Brazilian consumers logged on to watch video in July; the report indicates that this is for users over age six. On average, consumers watched 93 video streams each, which indicates that the video space is the place for brands to be.

Search and social networks have already proven to have a big presence in Latin America. In Chile, comScore reports that six million consumers are using Facebook and in Mexico 12 million consumers are logging on. Search giant Google is also receiving high shares of hits in both countries.

In Brazil, like many other Latin American countries, marketers need to look outside the traditional marketing box to engage consumers.

"Online video viewing has clearly become an essential part of the digital consumer experience in Brazil with about 6 out of every 7 Internet users at home and work locations viewing online video during the months of the World Cup," said Alex Banks, comScore managing director for Brazil and vice president for Latin America. "Brazilians are highly engaged Internet users who actively seek out entertainment online, so it is no surprise to see online video catch on the way that it has recently. As broadband penetration continues to increase, it will only lead to more online video viewing in Brazil, opening up valuable new marketing channel for advertisers."

Which sites are the hottest for video viewers in Brazil?

• Google sites rank at the top, pushing more than 70 views (per user) in July
• pushes nearly 31 video views
• pushed 22 video views

But the reach is the most important thing, and that is very different than the total videos viewed per hub. Google still ranks first, with more than 28.3 million viewers logging on. After Google comes Organizacoes Globo with 8.4 million viewers and UOL with 5 million viewers., which pushed more streams, only reached 3.8 million viewers and Livestream reached 951,000.

Tags: Brazil, comScore, Latin America, online video, video share, video viewers

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