April 15, 2008, 12:00 AM

Global online videos are on the rise, comScore says

Web measurement firm comScore Inc. is extending its Video Metrix online video tracking service into the United Kingdom, France, Germany and Canada. ComScore says Internet video viewing is on the rise in the four new markets, particularly in Canada.

Katie Evans

Managing Editor, International Research

Web measurement firm, comScore Inc. is expanding its Video Metrix online video tracking service into the United Kingdom, France, Germany and Canada. ComScore says Internet video viewing is on the rise in the four new markets, particularly in Canada.

ComScore launched Video Metrix in the U.S. two years ago. Of the five countries comScore now tracks for online video usage, Canada has the highest percentage of viewers with 19 million –accounting for 89% of Canadian Internet users aged 15 and older. The United Kingdom comes in second with 28.6 million, or 87%, followed by France with 24 million (84%) and Germany with 27.3 million (81%) . In the U.S., 124 million (78%) of Internet users over the age of 15 watched an online video in December.

"Recent years have seen an explosion in online video viewing, not just in the U.S. but globally, representing a robust online advertising opportunity for marketers," says Jack Flanagan, executive vice president of comScore. "With comScore Video Metrix, marketers will be able to better plan advertising to a highly-engaged, but often elusive audience that typically spends less time with traditional media."

Canada also got top honors for the number of videos viewed, comScore says, with 112 videos per online viewer for the month of December. United Kingdom ranked second with 108 videos per viewer, Germany third with 92, and France fourth with 89 videos. The average for the U.S. was 77 videos per viewer in December.

Google-owned sites, including YouTube, were the most popular for video viewing, comScore says, coming in first for all five countries. BBC-operated sites ranked second in the United Kingdom, DailyMotion.com was No. 2 in France and Vivendi was second most popular in Germany. Microsoft sites were among the top five video destinations in the U.S., the United Kingdom and Canada.

Figures exclude traffic from public computers such those in Internet cafes as well as videos watched via mobile phones or other handheld devices.

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