4 Out of 5 Internet Users in Australia Viewed Online Video in July

Printer-friendly versionPDF version

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.

Sydney, Australia, September 9, 2010 – comScore, 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 2010
Total Audience Australia, Age 15+ - Home & Work Locations
Source: 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 0.3%

*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 2010
Total Audience Australia, Age 15+ - Home & Work Locations
Source: comScore Video Metrix
Total Unique Viewers (000) Videos per Viewer
Total Internet : Total Audience 10,689 90.8
Google Sites 8,462 63.7
Microsoft Sites 3,279 9.0
Facebook.com 2,669 4.7
VEVO 1,670 4.6
Yahoo! Sites 1,262 4.7
Fox Interactive Media 893 4.4
Metacafe 754 4.0
Viacom Digital 700 3.4
Break Media 673 4.4
News Interactive Pty Limited 631 3.3

*Rankings based on video content sites; excludes video server networks. Online video includes both streaming and progressive download video.

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 Viewers
July 2010
Total Audience Australia, Age 15+ - Home & Work Locations
Source: comScore Video Metrix
Total Unique Viewers (000) Viewer Penetration
Total Internet : Total Audience 10,689 100.0%
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 Radwanick
Senior Analyst
comScore, Inc.
+1 206 268 6310
press@comscore.com

News Source : 4 Out of 5 Internet Users in Australia Viewed Online Video in July