Canadians Watch Most Online Video

April 21, 2009

This article is included in these additional categories:

Analytics, Automated & MarTech | Europe & Middle East | Media & Entertainment | Television

Some 21 million Canadians viewed more than 3.1 billion online videos in February 2009, and the average online Canadian spent 10 hours viewing internet video during the month – up 53% from last year’s February average -? according to data from comScore Video Metrix service.

The increased video-viewing time for Canadians – which amounts to an average of 605 minutes in February – puts Canada at the top of a list of five countries for which comScore collects data. The February online video viewing time for the other countries:

  • The UK average online video viewing time was 540 minutes.
  • Germans spent an average of 466 minutes viewing online video.
  • Those in France spent 390 minutes.
  • Americans watched online videos for an average of 312 minutes.

Google Sites Most Popular

As in the US, Google Sites led as the most popular video destination in February with more than 1.6 billion videos viewed (52% share of all videos), and YouTube.com accounting for nearly 99% of videos viewed at the property. Microsoft Sites ranked as the second-most-popular video destination with 55.6 million videos viewed (1.8% share), followed by Yahoo! Sites with 45.7 million videos (1.5% share).

comscore-canada-top-online-video-properties-videos-viewed-february-2009.jpg

Nearly 150 Videos Per Viewer

comScore also reports that approximately 88% (21 million people) of the total Canadian internet population watched an average of 147 videos per viewer in February. Google Sites attracted the most viewers with 18.2 million watching an average of 89 videos per viewer during the month. Microsoft Sites drew 7.1 million viewers, while Facebook ranked third, with 5.8 million viewers.

comscore-canadian-top-video-properties-unique-viewers-february-2009.jpg

Other notable February 2009 findings:

  • The average online video was 4.1 minutes in length, up nearly 25% from the previous year’s 3.3-minute average.
  • More than 1.6 billion videos were viewed by 18 million viewers on YouTube.com in February, representing nearly 90 videos per viewer.
  • Nearly 88% of the total Canadian web population viewed online video in February, the highest penetration of the five countries currently tracked by comScore. (France 82%; Germany, 82%; UK, 81%; US, 76%).

“Canada’s high broadband penetration and tech-savvy internet users make it an optimal environment for online video to flourish,” said Bryan Segal, VP 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.”

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